http://www.iaeme.com/IJM/index.asp 815 editor@iaeme.com International Journal of Management (IJM) Volume 12, Issue 1, January 2021, pp. 815-823. Article ID: IJM_12_01_072 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=12&IType=1 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.12.1.2021.072 © IAEME Publication Scopus Indexed SMART BANKING SERVICES RESISTANCE FACTORS ACROSS OCCUPATION IN RAJASTHAN Dr. Hem Chand Jain Officiating Principal, Deen Dayal, Upadhyaya College, University of Delhi, India Anubha Godara Research Scholar, Department of Commerce, Delhi School of Economics, University of Delhi, India ABSTRACT In the progressing time of internet banking, the market for these services was expected to grow at a fast pace. The service providers are keen on delivering their services through mobile platforms. Despite the infrastructure appropriation of the same, the acceptance did not grow at the same level. Though most of the literatures have followed the adoption approach, there are few reasoning out the barriers behind such resistance. This paper aims to find the effect of occupation on such resistance, in the Rajasthan. The innovation resistance model by Ram and Sheth has been adopted for the study to locate the barriers of smart banking services. Key words: Innovation Resistance, Smart Banking Services, Occupation, Barriers Cite this Article: Hem Chand Jain and Anubha Godara, Smart Banking Services Resistance Factors across Occupation in Rajasthan, International Journal of Management, 12(1), 2021, pp 815-823. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=12&IType=1 1. INTRODUCTION The value addition of smart banking services is beyond comparison to traditional banking services. The offerings of smart banking services have the edge of ubiquity, convenience, and cost efficiency for the consumers (Lin,2011). Even the governmental efforts towards its adoption are being made since 2016 through the demonetization and the zero-balance account opening scheme “Pradhan Mantri Jan-Dhan Yojana” since 2014.Due to resistance barriers the adoption has not been up to the mark. Previous studies have shown that resistance behavioris different than being the opposite of adoption behavior (Claudy et al.,2015 and Kleijnen et al.,2009).