Abstract:

This research examines internet usage in the Jordanian banking sector and the impact of this usage on marketing relationships. Qualitative data from senior banking professionals from Jordanian banks was obtained using in-depth interviews and analysed using content analysis. Despite the increased usage of the internet by the banking sector in Jordan; there are still challenges facing the development of marketing relationships online. Generalization of the results is limited to the banking
sector of other developing satellite economies because the study utilizes data from only a single case (Jordan). This work is a useful guide for practitioners from outside the Middle Eastern region with the intention of establishing cyberrelationships with Jordanian banks and potential other equivalent developing satellite economies. This paper contributes to knowledge regarding internet marketing and online relationships in a developing satellite economy.