Abstract
The intensive competition in grasping banking customers, as well as the rapid growth in customers' needs for high quality, proper services have given rise to new innovative methods for optimization of processes, service development and value creation in Iranian Governmental bank systems. Today organizing a new service development is an important topic for decisiondelivery in service banks. New Service Development (NSD) process providing the lower cost and higher benefit methods for creation of competitive advantage in Governmental banking systems. In this paper the new theoretical model of New Service Development process in Iranian Governmental Banks has been introduced. The qualitative data was collected through interviews. The methodology is adapted from in-depth interviews with academic experts and managers of Governmental banking systems until theoretical saturation state achieved. The gathered data was analyzed using axial and open coding methods. The results shows that the NSD process Iranian Governmental banking systems is includes of four main stages and 35 secondary factors consist of analysis& new concept development, design, pilot and launch, development. Eventually, the results of this paper can be used for the new services development in Governmental banking system in a competitive environment at the other countries.
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