Abstract
PurposeThe aim of this research is to examine the key determinants influencing the success of new service development projects (NSDPs) across four service typologies context.Design/methodology/approachThe researchers used the scenario-based survey method in an NSDP setting. Structural equation modelling (SEM) was used to test the proposed hypotheses based on survey data from 570 managers under four service typologies.FindingsService firms' cross-functional integration (CFI) and internal project team efficiency (IPTE) positively influenced NSDPs. The results also indicated that both technology infrastructure (TI) and IPTE mediated the relationship between CFI and NSDPs. In addition, the mediation effect of TI existed between the relationship of IPTE and NSDPs. Furthermore, the proposed model confirms that, for NSDPs, the role of knowledge-sharing behaviour (KSB), authentic leadership (AL) and firm's culture (FC) across the four service typologies moderated the relationship.Practical implicationsWith a better understanding of the dynamics of the aforementioned variables, service managers and the project team can more effectively develop and execute strategies for an NSDP. The article enables practitioners to expand their current understanding of NSDPs by providing insights of the unique antecedents that are significant for new service development across four service types.Originality/valueThis research is the first of its kind to examine the mediating role of KSB and TI in determining NSDPs. This study provides one of the first empirical examinations on NSDPs in the context of four service typologies from the perspective of a developing country, where the service industry is competitive. The study demonstrates that the critical success factors of NSDPs do not differ across service types, thereby confirming the “One Basket Fits all” assumption in the current NSDP research study.
Highlights
The literature and empirical investigation on new service development projects (NSDPs) are receiving growing attention from both practitioners and researchers, expanding into many domains and disciplines, whilst researchers are offering new perspectives and tools on various dimensions of New service development project (NSDP)’s success (Alam and Perry, 2002; Carbonell and Rodriguez Escudero, 2015; Farashah et al, 2019; de Oliveira and Rabechini, 2019; Garwood and Poole, 2018; Pivec and Macek, 2019)
Measurement model The current research study adapted the logic of Anderson and Gerbing (1998) in conducting the confirmatory factor analysis (CFA) (Table 3) to establish the construct reliability and discriminant validity of the multiitem scales adapted in this research
By considering the sensitivity of the sample size and complexity of the model, the researchers analysed the value of the goodness-of-fit index (GFI), Tucker–Lewis index (TLI), standardized root-mean-square residual (SRMR), root-mean-squared error of approximation (RMSEA) and the comparative fit index (CFI) to assess the model fit (Bagozzi and Yi, 1988)
Summary
The literature and empirical investigation on new service development projects (NSDPs) are receiving growing attention from both practitioners and researchers, expanding into many domains and disciplines, whilst researchers are offering new perspectives and tools on various dimensions of NSDP’s success (Alam and Perry, 2002; Carbonell and Rodriguez Escudero, 2015; Farashah et al, 2019; de Oliveira and Rabechini, 2019; Garwood and Poole, 2018; Pivec and Macek, 2019). The dynamic and diversified competitive market environments, service cost, service quality expectations and leadership in technology-based service may require service enterprises to offer a service towards their target consumers, which needs to develop by means of a successful NSDP process (Edvardsson et al, 2012; Storey et al, 2016; Storey and Hull, 2010)
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