Internet Adoption and International Marketing in the Jordanian Banking Sector

Abstract

The research aims are to explore the extent of the banking sector's adoption of Internet applications in Jordan for marketing products and to identify the impact of such adoption on developing international markets. This study also aims to determine the major obstacles restraining banks marketing their products internationally through the Internet and to make recommendations conducive to an effective and optimal implementation of Internet applications for marketing bank products locally and internationally. The main research problem is the absence of a clear and comprehensive understanding of the banking sector's adoption of the Internet in Jordan to market products and services and the impact of such adoption on marketing products. It has been found that the main obstacle facing the Jordanian banking sector's adoption of the Internet for marketing its services internationally is the lack of legislation with regard to the regulation and control of e-transactions.