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As China has pressed ahead with rural revitalization in recent years, its rural financial sector has also developed rapidly and the financial environment has been greatly improved. But compared with urban areas, the rural financial sector makes rather limited contributions to rural economic development for a variety of reasons, including single types of service providers, narrow coverage, and lack of services and products. The underdevelopment of the rural financial system is closely related to the characteristics of its target customers and the economic system. The deficient rural financial credit system, the low level of IT application, the difficulty in data collection and integration, and the insufficient collateral of farmers pose high costs and huge risks for financial institutions when providing credit and other financial services.

In the present case, fintech and financial innovation complement each other: The application of fintech makes innovation possible, and the need for financial development fuels the development of fintech. Leveraging fintech and new business models, MYbank has overcome the main obstacles in the development of rural finance to provide convenient financial services for farmers and rural MSEs. Fintech is the abbreviation of “financial technology.” It can be understood as the combination of finance and technology for easier understanding, but it is more than that. Fintech refers to the innovation of traditional financial products and services with various technologies to improve efficiency and reduce operating costs. The emergence and development of fintech have led to the creation of new business models, applications, and processes, which have triggered major changes in financial markets, financial institutions, and the ways financial services are delivered, and are reshaping the financial landscapes of countries and even the world.

There are three major problems in the development of rural finance: difficult access to data, difficult risk management, and difficult market penetration. In order to gradually remove the obstacles and guarantee sustainable business development, MYbank has created three new business models with the power of fintech: digital inclusive finance at the county level, industrial finance, and platform finance. With these models, MYbank is searching for a “Chinese solution” to the worldwide problem of rural inclusive finance.

This chapter explores the perspectives of rural librarians about the information behaviors of children with special needs (CSN) and services available for the disenfranchised population in the Southern and Central Appalachian (SCA) region.

Qualitative feedback is collected from 31 SCA rural librarians via phone interviews and a web-based survey about: (1) The most important information needs/wants of the CSN in the SCA rural libraries; (2) The most important information resources and services that the CSN seek/use in the SCA rural libraries; (3) Extent of perceived need for effective library services for the CSN in rural areas; (4) Ways that the SCA rural libraries can improve to better serve the CSN in their local communities.

Content analysis of the data generated quantitative representation of response counts for specific themes that resulted in practical user-centered suggestions for positive change in delivering effective library services for the CSN in the SCA region.

Research significance lies in its first-time effort to understand the information needs and information uses of the CSN in the SCA rural library environments from the perspective of a rural librarian immersed in an American society that perceives a parochial regional work setting. This research presents data that challenges notions stereotyping and marginalizing of the “South” in its documentation of positive and meaningful efforts that rural librarians suggest should be made to improve the conditions experienced by the CSN in this region.

The roles of ‘conventional’ (fixed-route and fixed-timetable) bus services is examined and compared to demand-responsive services, taking rural areas in England as the basis for comparison. It adopts a ‘rural’ definition of settlements under a population of 10,000.

Evidence from the National Travel Survey, technical press reports and academic work is brought together to examine the overall picture.

Inter-urban services between towns can provide a cost-effective way of serving rural areas where smaller settlements are suitably located. The cost structures of both fixed-route and demand-responsive services indicate that staff time and cost associated with vehicle provision are the main elements. Demand-responsive services may enable larger areas to be covered, to meet planning objectives of ensuring a minimum of level of service, but experience often shows high unit cost and public expenditure per passenger trip. Economic evaluation indicates user benefits per passenger trip of similar magnitude to existing average public expenditure per trip on fixed-route services. Considerable scope exists for improvements to conventional services through better marketing and service reliability.

The main issue in England is the level of funding for rural services in general, and the importance attached to serving those without access to cars in such areas.

The boundary between fixed-route and demand-responsive operation may lie at relatively low population densities.

The chapter uses statistical data, academic research and operator experience of enhanced conventional bus services to provide a synthesis of outcomes in rural areas.

As entrepreneurship and market mechanisms are increasingly seen as a central part of public sector reforms to health and education, this chapter examines the entrepreneurial behaviour of public service providers in rural areas of the United Kingdom. Specific questions to be addressed include: How do rural providers (GPs, hospitals, schools) respond to the ‘market’ for provision of public services in rural areas? What are the constraints in acting entrepreneurially in these rural ‘markets’?

This chapter draws on a review of the literature and an empirical study of health care providers and schools with an emphasis on provision in rural areas and non-metropolitan urban areas. The results are based on 130 interviews with public, private and not-for-profit sector providers, and commissioners in health and education. Providers interviewed include schools, primary health care providers (General practitioners) and hospitals.

The challenges facing rural provision are examined. In terms of income generation providers reported the difficulties in having the critical mass required to keep services viable. There was particular attention to finding ways of diversifying income sources to increase turnover. Providers for rural areas are also having to find ways of coping with increased costs compared to urban providers, with limited account taken by the commissioners/buyers of services. The constraints related to introducing entrepreneurial behaviour to individuals who are resistant to risk taking and innovation based on market forces are also examined.

The work is based on a qualitative survey of a number of sectors. Further larger sample work is required to explore the propositions identified in more detail. The policy context has also been changing, with a need to identify how changes in government have affected the nature of entrepreneurship in public services.

The chapter provides policy implications and insights for providers of rural public services. There is a need to encourage diversity of income sources and to encourage collaboration between providers. There is also a need to identify where entrepreneurs in the public, private and social enterprise sectors are unwilling to deliver.

The chapter identifies key theoretical issues related to the role of enterprise in delivering public services. Further insights are provided regarding the role of rurality on both enterprise behaviour and public service delivery.

This research paper explores alternatives to the mobile library service in providing a public library service to rural communities in England and the impacts of best value, public library standards and social inclusion policy on provision. A questionnaire survey was completed by librarians in public library authorities in England with rural hinterlands. The data derived were supplemented by follow‐up case studies. It was found that achieving social inclusion objectives and the results of best value reviews were the greatest motivating factors for much of the development of alternative library service delivery in rural areas, and that village halls were the most popular place for co‐location of library services. ICT was felt to have impacted positively on rural library service delivery and its use was demonstrated in co‐location facilities and learning centres. However, some authorities fail to consult users and non‐users in rural locations. This paper provides public library practitioners and researchers with a picture of public library service provision to rural area communities and shows the impact of Government‐driven policy. It appears that there is varying appreciation by public library authorities of rural communities’ distinct nature.

This paper aims to understand and identify the various barriers in adopting new telecom services in rural areas for improving the penetration and revenue of the telecom companies. These barriers are modeled to study their inter-relationships and prioritize them for strategizing appropriate management action plans.

Delphi technique has been used to form a consensus with the telecom managers working in rural areas to finalize the barriers. An integrated Interpretive Structural Modeling–Analytic Network Process (ISM–ANP) approach has been adopted to establish the complex relationships, cluster the relationships, to understand and prioritize the telecom service adoption barriers.

The major contribution of this research is imposing directions and dominance of various barriers to promote better adoption of new telecom-based mobile services in rural areas. The proposed integrated method can aid in decision making by providing more informative, accurate and a better choice than using either ISM or ANP in isolation.

The generalizabilty of these research findings is limited, as it was generated specific to rural telecom service adoption barriers in Indian context. Because decision-making problems are usually complex and ill-structured, every decision is based on the decision-maker’s expertise, preferences and biasness of the experts who showed their interest to participate in the research.

This paper forms the basis of identifying the reasons for poor adoption of telecom-based mobile services in rural India. This study would help the telecom companies and the managers to understand and develop strategies to target the rural audience by introducing action plans and innovative mobile services to overcome the identified barriers. By applying the proposed methodology, telecom companies can classify and prioritize their action plans as short-, medium- and long-term plans to systematically overcome the identified barriers.

This paper provides a base for understanding various factors that affect the adoption of telecom-based mobile services. It demonstrates the use of an innovative approach to develop an integrated model to understand the barriers.

While governments have invested in broadband infrastructure to ensure universal access, researchers argue that infrastructure alone does not guarantee internet use. The purpose of this paper is to investigate the effectiveness of one such government initiative on households’ internet adoption and use.

The authors used data from 2002 to 2014, including two choice experiment surveys and broadband access and subscription data.

The results of Survey 1 show that urban households valued existing e-services more than rural households, indicating the importance of government investment in broadband access. The results of Survey 2 show that when a publicly funded new broadband network equalized access costs, rural households valued overall e-services more than urban households, highlighting the dual role of access to e-services and their perceived benefits. Importantly, these results suggest that rural households resist social change, which lowers their valuation of certain new publicly funded e-services.

These findings extend the digital divide literature by providing empirical support for the applicability of the global village vs urban leadership framework in households’ valuations of e-services.

While the government has worked diligently to enhance access, it also needs to focus on the types of content and services and better communication with communities.

Recent research has focused on inequities in skills and usage, not internet access. Furthermore, the authors examined the inequality in benefits of access to meaningful e-services and better communication with beneficiaries.

The user churn (UC) of rural public digital cultural services (RPDCS) indicates that rural users no longer use RPDCS or have switched to other services. The purpose of this study is to investigate the factors influencing RPDCS's UC and to contribute toward bridging the rural digital divide.

Based on the stimulus-organism-response theory, this study proposes a theoretical framework to investigate the factors influencing RPDCS's user churn. A total of 120 RPDCS users were initially recruited and 90 representative participants were chosen. Data were collected from the 90 respondents and 20 follow-up interviews. To examine the proposed framework and validate the correlations between these factors and UC, an analysis of variance (ANOVA) and multiple regression analysis were used. In addition, recommendations are made to avoid the UC of RPDCS to bridge the rural digital divide.

The results indicate that the UC of RPDCS was stimulated by both physical and ability divides and RPDCS ineffectiveness, resulting in increased churn rates and an exacerbated digital divide. Thus, avoiding the UC of RPDCS is an important way to bridge the rural digital divide, which includes both the physical and ability divides.

This study adds new knowledge about RPDCS and distinguishes it from previous research on public digital cultural services. In addition, the authors discuss how to avoid the UC of RPDCS, to bridge the rural digital divide.

This chapter examines the relationship between health service restructuring and the health care experiences of women from rural and remote areas of Canada. Data were collected from 34 focus groups (237 women), 15 telephone interviews and 346 responses from an online survey. Access to services, care quality and satisfaction are salient themes in these data. Problems include: travel, shortage of providers, turnover in personnel, delays associated in accessing care, lack of knowledge of women's health issues and patronizing attitudes of some health care providers. Health care service restructuring has led to deterioration in service availability and quality. Key areas for policy development need to address health care access and quality improvement issues, including increasing access to more (particularly female) providers who are sensitive to women's health issues.

The ageing of rural Chinese populations is challenging health and social policy, driving growth in rural nursing homes. Living environment plays a role in enhancing elderly quality of life (QoL), however, the impact of the built environment and care services are under-studied. The purpose of this paper is to investigate the influence of the built environment and care services on the QoL of elderly people within rural nursing homes in China.

A total of 242 residents of nursing home were surveyed, of which 76 percent were male and 24 percent were female. In total, 25.6 percent were aged between 60 and 69, 40.1 percent between 70 and 79, 31 percent between 80 and 89, and 3.3 percent were 90 or above. Quantitative data were analyzed through factor analysis, reliability test and multiple regression modeling.

The authors identified six built environment factors (room distance, space, barrier-free design, indoor environment, fire safety, and support facilities) and three services factors (i.e. daily care services, cleaning services, and healthcare services). QoL was measured over four dimensions: QoL, physical health, psychological health, and social relationships. Elderly QoL could be accurately predicted from room distance, space, barrier-free design, indoor environment, daily care services, and cleaning services.

Interventions in design of the built environment and the provision of care services are proposed, including dimensions of living space, heating, and provisions for qualified care providers.

This paper provides a clear picture about elderly special requirements on their built environment and healthcare services, helping architects, engineers and facilities managers understand elderly needs and improve built environment during design and operation stages.