FACTORS AFFECTING WITH NEW SERVICE DEVELOPMENT PERFORMANCE: AN EXPLORATORY STUDY

摘要

This research reviews the extant literature and collects empirical data to identify essential factors of new service development and their impact on the performance of new service development. The results reveal that four factors are positively related with the performance of new service development: strategy of the new service development, cross-functional team, customer involvement in new service development, and process formalization. Among these four factors, cross-functional team seems to be the most important factor.