Comparative Study of Attitude towards Customer Intention to Implement Online Banking Services among the Collegiate Students | Original Article
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.