Effect of Electronic Interactive Technologies Usage on Services Marketing Activities Empirical Study on Banking Sector in Jordan

The importance of new technology in marketing of financial services canʹt be ignored. Interactive technology helpsmarketers to inexpensively engage consumers in one- to- one relationships fueled by two way conversation via mouse click oncomputer. Several organizations especially in services businesses are increasingly strengthening their marketing function byeffectively interacting with their customers with the help of sophisticated interactive technologies in an integrated manner. Enough research in the usage or adoption of electronic data interchange (EDI) can be found both in information systems andmarketing literature. Therefore; it appears that different interactive technologies have been studied individually by differentresearchers. This motivates researchers to find out studies related to interactive technologies and their usage or adoptionespecially in the field of marketing activities in a developing country like Jordan. This paper attempts to understand the effectof the usage of interactive technologies in financial services businesses with the intention to derive implications for thedevelopment of interactive technologies to suit its intended users.