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

The massive advances in technology and aggressive implement of information technologycontributed as a paradigm shift in banking activities. It is explained to be twofold shift where banksusing technology have been systematically achieving efficiency, control, profitability and theircustomers are leveraging the benefits of convenience of „anywhere, anytime, anyway‟ banking. Whencustomers when experience such possibilities offered by internet banking services experienced bycustomers, they are not likely to have unpleasant e-service quality and since, most of the banks havejoined the bandwagon of internet banking, the competing service providers are often just one click awayfrom each other. This competitive situation of service industry encourages image building and brandingfor banks to differentiate one from others.