The Indian banking industry is changing rapidly, particularly as a result of a variety of services offered to customers, notably with the ease of accessing them at the click of a mouse.

Electronic banking (e-banking), also known as Internet banking, is defined as the automated delivery of new and traditional banking products and services directly to customers through electronic, interactive communication channels (Daniel, 1999; and Sathye, 1999).

The purpose of this paper is to gain an understanding of the acceptance and preference attributes of Internet banking services among the Indian population where 70% of the population resides in rural areas and 30% in urban areas (Gerrard and Cunningham, 2003).

A number of studies have been undertaken all over the globe to analyze the awareness, perception and satisfaction level of customers using Internet banking (Sathye, 1997; Joseph et al., 1999; Hasan, 2002; Waite and Harrison, 2002; Floh and Treiblmaiera, 2006; Pepreya, 2006; and Uppal, 2011).