Factors Affecting Customers’ Adoption of Internet Services in Amman City

This study aimed to identify and analyze factors affecting the adoption of internet services by customers in Amman, and to use the study results to provide recommendations to help the marketers of the internet services. To achieve the objectives of the study, the population was identified to include users of internet services in Amman city. The study sample was 384 internet users, who have been selected from the main Malls in Amman.The study concluded that there was a significant impact of benefit derived from the services of the internet on the customers’ adoption of internet services, as well as the existence of the impact of the quality of internet services, reference groups, promotion, ease of use, compatibility of customs and traditions, and entertainment on customers’ adoption of internet services. However there was a disparity in the level of effect of these factors; benefit and promotion factors have had the biggest impact on customers’ adoption of internet services, while the cost factor had no impact on the customers’ adoption of internet services. In the light of the study findings the researchers came up with the following recommendations: Internet services providers should focus on the dimensions of benefit and promotion factors in order to increase the level of customers’ adoption of internet services as the results of the study found that these factors were the most influential in the customers’ adoption of internet services. Also as the study results showed that the quality factor was one of the most influential factors in customers’ adoption of internet services, this requires from internet services providers to focus on the dimensions of this factor, which include speed of internet services, safety in the use of the internet service, access to accurate information, and interest to raise the level of customers’ adoption of internet services. Finally, internet service providers should continue to work hard to improve the quality of internet services and continue the process of development and modernization, particularly in the field of educating customers in using the internet and encouraging them to use the internet, and familiarize them with the benefits of the internet because it was the most important factor affecting the adoption.