Effective Factors of Customer Involvement in theLaunching of New Services in Banking Systems

Existence of new service development process is very important for competitiveness, growth and survival of service organizations especiallybanking system. Customer involvement has been advocated as a potentially powerful tool for developing successful new services, while only very fewNSD models try to explain how to integrate customers in NSD processes. The purpose of this paper is identifying of the effective factors of customerinvolvement in launch stage of new service development in banking systems . The research was conducted as a qualitative methodology and used in-depthinterviews with academic experts and managers of banking systems until theoretical saturation state achieved. The gathered data was analysed usingaxial and open coding methods. The research results show that customer involvement in launch stage of new service development includes totally 13effective factors of customer involvement that were identified in five axial factors. The results can be used for improvement of customer involvement inthe launch stage of NSD process in financial organization.

Keywords:

New service development , NSD process , customerinvolvement , customer involvement in NSD process , banking system