The Massive Advances In Technology and Aggressive Implement of Information Technology
Contributed As a Paradigm Shift In Banking Activities. It Is Explained to Be Twofold Shift Where Banks
Using Technology Have Been Systematically Achieving Efficiency, Control, Profitability and Their
Customers Are Leveraging the Benefits of Convenience of „Anywhere, Anytime, Anyway‟ Banking. When
Customers When Experience Such Possibilities Offered By Internet Banking Services Experienced By
Customers, They Are Not Likely to Have Unpleasant E-Service Quality and Since, Most of the Banks Have
Joined the Bandwagon of Internet Banking, the Competing Service Providers Are Often Just One Click Away
From Each Other. This Competitive Situation of Service Industry Encourages Image Building and Branding
For Banks to Differentiate One from Others.