摘要：The importanceof new technology in marketing of financial services can'tbe ignored.Interactive technology helpsmarketers to inexpensively engage consumers in one-to-one relationships fueled by two way conversation via mouse click oncomputer.Severalorganizationsespecially 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.Thismotivatesresearchersto findout studies related to interactive technologies and their usage or adoptionespeciallyin the field ofmarketing activities ina developing country like Jordan. This paper attempts to understand theeffectofthe usage of interactive technologies infinancialservices businesses with the intention to derive implications for thedevelopment of interactive technologies to suit its intended users.
