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The Impact of Internet Adoption on the International Marketing of the Jordanian Banking Sector: Some Emerging Practices
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Author(s): Said Al-Hasan (University of Glamorgan, UK), Brychan C. Thomas (University of Glamorgan, UK)and Ayman Mansour (University of Glamorgan, UK)
Copyright: 2013
Pages: 16
Source title:
E-Marketing in Developed and Developing Countries: Emerging Practices
Source Author(s)/Editor(s): Hatem El-Gohary (Birmingham City University Business School, UK and Cairo University Business School, Egypt)and Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/978-1-4666-3954-6.ch017
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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 statistical software package SPSS was used to analyse data and test hypotheses and from the findings a series of recommendations were formulated for upgrading the banking industry in Jordan. A population frame included banking organisations in Jordan and a research sample of 19 banks was used involving an inclusive field survey. For the unit of analysis, the study analysed information and data gathered through the questionnaire which was distributed to managers and other personnel involved in marketing at banks. Statistical methods used to analyse data and test hypotheses were frequency rates and percentages relevant to the questionnaire, standard deviations and means, and multiple regression analysis. The key results from the statistical analysis have shown that the Jordanian banking sector’s adoption of the Internet has had an impact on the international clients’ commitment towards the banks.
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