Critical Success Factors Analysis (Fuzzy-DEMATEL) for Rural Technology Adoption Specific to CIFCL Rural Branches

Abstract: Rural technology adoption in emerging markets is still a very complicated problem with infrastructure, socio, economic, cultural and institutional barriers. In the case of rural financial service providers like CIFCL (Cholamandalam Investment and Finance Company Limited), the successful rollout of technology, based solutions depends on a detailed understanding of the critical success factors (CSFs) that are specific to the rural branch ecosystem. This study combines various literature works done in the areas of rural technology adoption, CSF identification and decision, making frameworks with special focus on the adoption of the Fuzzy, DEMATEL (Decision Making Trial and Evaluation Laboratory) method.

The literature survey has come up with a list of the most frequently mentioned CSFs in rural technology adoption, like infrastructure readiness, leadership support, digital literacy, cost affordability, and regulatory environment, and has proposed methods for analyzing their interaction based on fuzzy causal models. The suggested use of Fuzzy, DEMATEL in the CIFCL rural branch scenario allows for the sorting of CSFs into cause and effect groups giving management the opportunity to concentrate on the root causes that trigger wider systemic reforms. Among the main findings, leadership commitment, staff training and infrastructural investment emerge as the major sources of downstream success, e.g. user adoption and client trust. Further, this review calls for more empirical research specific to CIFCL and other similar rural institutions, underlining the significance of dynamic, data, driven models in supporting inclusive, scalable, and sustainable rural digitization strategies.

Fuzzy-DEMATEL, Critical Success Factors, Rural Technology Adoption, CIFCL, Digital Financial Services

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