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Iden i ica ion o Se ice Inno a ion Dimensions
in Se ice O ganiza ions
Mohammad Reza Meigounpoo y
Assis an P o esso , Uni e si y o Teh an, Teh an, I an
Meh an Rez ani
Assis an P o esso , Uni e si y o Teh an, Teh an, I an
Manoucheh A sha
1
M.A S uden , Facul y o En ep eneu ship, Uni e si y o Teh an
Abs ac
In oday compe i i e wo ld, inno a ion is a key ac o o c ea ing compe i i e
ad an age and e en o su i al o he en e p ises and as a p opellan o
business g ow h and p ospe i y and main ain mo e p o i abili y o an
o ganiza ion, as a esul o ma ke needs and echnology push
.
In se ice
o ganiza ions, ecogni ion o he concep ual amewo k o se ice inno a ion,
imp o es pe o mance o he O ganiza ion and c ea es co e compe encies o
achie ing compe i i e ad an age h ough hei sys ema ic app oach o se ice
de elopmen , which is c ucial o su i al and main aining compe i i eness in
he cu en inancial ma ke s. Banking sys ems due o he apid global
compe i ion, he impac o s uc u al change, de egula ion e ec s, he use o new
echnologies and he inc easing expec a ions o cus ome s, ha e sough o
de elop and implemen se ice inno a ion in hei o ganiza ions. In his pape
he e ec i e ac o s o Se ice Inno a ion in se ice o ganiza ions has been
in oduced and case o s udy is I anian Go e nmen al Banks. Resea ch
me hodology is quali a i e and quali a i e. Da a was collec ed h ough in-dep h
in e iews wi h academic expe s and manage s o go e nmen al banking
sys ems un il heo e ical sa u a ion was achie ed. The ga he ed da a was
analyzed using axial and open coding me hods. The esul s show ha dimensions
o Se ice Inno a ion in inancial se ice o ganiza ion sys ems consis o six
main dimensions including new se ice concep , new deli e y sys em
(o ganiza ion), new deli e y sys em ( echnological), in e ac wi h new
1
Co esponding au ho ’s email: ma sha[email p o ec ed]
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738
cus ome s, new alue sys ems / new business pa ne s and inally he new
e enue models and 36 seconda y ac o s. The esul s o his pape can be used
o he unde s anding o se ice inno a ion o new se ice design and
de elopmen in go e nmen al banking sys em in a compe i i e en i onmen a
he o he coun ies.
Keywo ds: Inno a ion, se ice inno a ion, se ice inno a ion dimensions,
banking sys ems.
Ci e his a icle: Meigounpoo y, M. R., Rez ani, M., & A sha , M. (2015). Iden i ica ion o
Se ice Inno a ion Dimensions in Se ice O ganiza ions. In e na ional Jou nal o Managemen ,
Accoun ing and Economics, 2(7), 737-748.
In oduc ion
Because a he momen , he se ice sec o has he highes g ow h in GDP and
employmen in he de eloping coun ies, and is de eloped, he impo ance o he se ice
sec o is signi ican ly on he ise. Since 1970 he sha e se ices in GDP in de eloping
coun ies ha e been inc eased om 20% o 70%. The se ice sec o , is he bigges pa o
he economy in all coun ies o he wo ld, (Wo ld Bank, 2008) o example, he GDP
sha e o se ice sec o in I an is 40%. Due o he se ices Imp essi e g ow h in GDP and
employmen o coun ies, he p esence o a compe i i e wo ld, O ganiza ions will lead o
inno a ion in p oduc s and se ices. In ac , inno a ion o he o ganiza ion wi h he
pu pose o es ablishing and main aining a compe i i e ad an age in he ma ke a e
ine i able and i is an essen ial ac o o li e in p esen compe i i e en i onmen (Wang
e al, 2012). Bu acco ding o a epo he en ep eneu ial wo ld wa ch, I an is in he lowe
ank o inno a ion (GEM, 2012). Fo example, in 2013, I an in he inno a ion index
anked 70 among 142 coun ies (GEM, 2012). These s a is ics indica e he necessi y o
imp o e he indica o s o inno a ion in ou coun y. I is wo h men ioning ha he scope
o se ices, a la ge amoun o impo an ac i i ies such as banking, insu ance, educa ion,
managemen , heal hca e, anspo a ion, ou ism and ade, pa icula ly expo s and
impo s will be included o each o hese ac i i ies can play an impo an ole in economy
o I an. The s a is ics no only shows he impo ance o se ices bu also highligh a key
ole ha se ice inno a ion should play in he g ow h o he economy in he u u e. Today,
banks a e elying mo e on cybe space and he use o he In e ne and hey ha e de eloped
apidly. I is clea ha he ad an age c ea ed o clien s in e-space is mo e han a
adi ional space and his pa h o ans o ma ion and change o he new space. The banks
h ough he e-business a ea ha e been able o c ea e a chain o domes ic and in e na ional
cus ome s and inno a i e elec onically and hey inc ease he pe cen age o hei loyal
cus ome s (Mobini and Rasouli-Nejad, 1390). New Se ice de elopmen is one o he
bes sys ema ic app oach o inno a ion de elopmen in se ice o ganiza ion specially in
banking sys ems (Shabanka eh and Meigounpoo y, 2013). Despi e he in ensi e
compe i ion nowadays, banks a e aced wi h he need o p ese e hei capi al, in es ing
in inno a ion o long- e m success (Ramak ishna, 2012). A lack o amilia i y manage s
o banks wi h he opic o se ice inno a ion is one o he main easons o hei disabili y
o use new se ices and o inc ease he e ec i e de elopmen o hei compe i i eness.
So ac o s ha in luence he de elopmen o sys ema ic inno a ion h ough he
de elopmen o p oduc s/ se ices o inno a ion can be e y impo an .
In e na ional Jou nal o Managemen , Accoun ing and Economics
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739
Despi e he impo ance o he issue o se ice inno a ion in global s udies, discussion
on his subjec in banking and inancial sys ems is new and wi h de ailed li e a u e e iew,
i can be said he e is he lack o esea ch in his opic. The opic o se ice inno a ion is
one o he ho subjec s in new esea ches and is he s a e o he a a he edge o he
wo ld's knowledge in bo h e ms o p ac ical and heo e ical. Fo example, he e is no
any a icle in i s p ac ical con ibu ion o he ield o banking se ices, se ice inno a ion
and se ice inno a ion dimensions. The main goal o his pape is "iden i ica ion o
se ice inno a ion dimensions in banking sys ems".
Li e a u e Re iew
The banking indus y has been on an unp eceden ed g ow h end du ing he pas
decade in he coun ies. Todays, his sec o is as paced and is cons an ly in he h oes o
change, wi h new egula ions, new p ocesses and new policies in place. Technology has
played a c i ical ole in he pas in shaping he way hings a e oday, and will con inue o
do mo e han e e be o e. As well as he inc easing impo ance o se ice, ocusing on
se ice-o ien ed app oach in o de o c ea e he alue has inc eased. Se ices inno a ion
upg ade he o e all pe o mance o he O ganiza ion and I is an impo an sou ce o
compe i i e ad an age (Ramak ishna, 2012).
Inno a ion has always been a sough a e a ea o o ganiza ions in any coun y.
Inno a ion is iden i ied as he main d i e o companies o p ospe , g ow and main ain
a high p o i abili y (e.g. D ucke , 1988; Ch is ensen, 1997. Due o hei in angible
cha ac e a se ice canno be iewed as an objec and in ha sence a e no ep oducible.
A se ice is iewed as an ac i i y o p ocess and no ans e o owne ship akes place.
Fu he mo e, se ice a e in e p e ed as he e ogeneous concep s, e e y se ice is unique
and canno comple ely be ep oduced. P oduc ion and consump ion o se ices akes
place simul aneously in co-ope a ion wi h he cus ome s, i is ha dly possible o sepa a e
hese elemen s o p oduce hem in ad ance and s o e hem un il hey a e eques ed
(G on oos, 2000). Acco dingly, i can be p oposed hese de ini ions o se ice:
Table 1 de ini ions o se ice base on li e a u e e iew
De ini ion
Au ho s
“Any ac i i y o bene i ha one pa y can o e o ano he
ha is essen ially in angible and does no esul in he
owne ship o any hing”
(Ko le , 1997)
“A se ice is a p ocess consis ing o a se ies o mo e o less
in angible ac i i ies ha no mally, bu no necessa ily
always, ake place in in e ac ions be ween he cus ome and
se ice employees and/o physical esou ces o goods and/o
sys ems o he se ice p o ide , which a e p o ided as
solu ions o cus ome p oblems” .
(G on oos,2007)
“A se ice is an a emp o ans o m cus ome B’s eali y C,
as cons uc ed by i s se ice p o ide A, a he eques o B
and equen ly in coope a ion wi h B”.
(Flikkema e al.,
2007)
In hese sec ion de ini ions o se ices has been p esen ed. I became clea ha he e
is no gene al accep ed de ini ion a ailable ye . Al hough au ho s poin a en ion o se ice
In e na ional Jou nal o Managemen , Accoun ing and Economics
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740
elemen s hey ha dly p o ide a clea de ini ion o se ice inno a ion as well. S ill, he e
a e some a emp s o de ining se ice inno a ion, as p esen ed below.
Se ice inno a ion
Sunbo & Gallouj (2000) s a e ha “Inno a ions in se ices a e a mix o ep oduced
(al hough inc emen al) inno a ions and ‘small’ non- ep oduced changes o sol e single
cus ome s’ p oblems (wha we will also call ad hoc inno a ion). The la e is pa icula ly
a esul o he cus ome in e ac ion p ocess. Toi onen & Tuominen (2006) in oduced
ha "A se ice inno a ion is a new se ice o such a enewal o an exis ing se ice which
is pu in o p ac ice and which p o ides bene i o he o ganiza ion ha has de eloped i ;
he bene i usually de i es om he added alue ha he enewal p o ides o he
cus ome s. In addi ion, o be an inno a ion he enewal mus be new no only o i s
de elope , bu in a b oade con ex , and i mus in ol e some elemen ha can be epea ed
in new si ua ions, i.e. i mus show some gene isable ea u es(s). While summa izing
hese s a emen s, i becomes clea ha he se ice inno a ion p ocess is he p ocess
h ough which enewals a e achie ed (Toi onen & Tuominen, 2006). The inal goal is o
ul il cus ome needs in a aluable (bo h o he cus ome as well as he i m), high quali y
way. By combining hese elemen s he ollowing de ini ion can be gi en as “Se ice
inno a ion is he mul idisciplina y p ocess o designing, ealizing and ma ke ing
combina ions o exis ing and/o new se ices and p oduc s wi h he inal a emp o c ea e
aluable cus ome expe iences” (Flikkema e al. 2010). Finally some esea che s belie ed
ha se ice inno a ion is a mul idimensional phenomenon. Tha implies ha se ice
inno a ions can ake a ious o ms and can be linked o di e en pa s o he alue
c ea ion p ocess o a se ice i m. In sec ion we in oduce and discuss six dimensions o
se ice inno a ion base on model o He og (2010). Dimensions o se ice inno a ion
base on model o He og (2010) has p esen ed in able (2).
Table 2 Dimensions o se ice inno a ion base on model o He og (2010)
Desc ip ion
Dimension
The i s dimension is he se ice concep , also named he
se ice o e ing (F ei, 2008). The se ice concep o o e ing
desc ibes he alue ha is c ea ed by he se ice p o ide in
collabo a ion wi h he cus ome . Many new se ice concep s
a e combina o y i.e. hey combine elemen s o se ices ha
exis indi idually o as pa o o he se ices in o a new
combina ion o con igu a ion ( an de Aa & El ing, 2002).
New se ice concep s o e alues in new ways.
New se ice
concep
This dimension is abou he ole ha cus ome s play in he
c ea ion o alue i.e. new ways in which se ice p o ide and
cus ome in e ac , communica e, co-design, cus omise o e en
co-p oduce (No mann, 2002).
New cus ome
in e ac ion
The hi d dimension is he new alue sys em o se o new
business pa ne s i.e. ac o s in ol ed in join ly p oducing a
se ice inno a ion. New se ices – hus c ea ing and
app op ia ing alue – a e inc easingly ealised h ough
New alue sys em o
new business
pa ne s
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741
Desc ip ion
Dimension
combina ions o se ice unc ions p o ided by a coali ion o
p o ide s, bo h pa ies in he alue chain, and ac o s in he
wide alue ne wo k (Chesb ough, 2003, p. 68).
Only a ew o se ice Inno a ions make i in o success ul
se ice inno a ions as especially hose se ices equi ing
mul iple ac o s ha e o ind models o dis ibu e cos s and
e enues in app op ia e ways. To de elop he igh e enue
model, needs o mo e c ea i i y and inding he mos ele an
e enue models is a key esponsibili y o se ice inno a ion
manage s.
New e enue models
This dimension e e s o he human pa o he deli e y
sys em, mos no ably pe sonnel, he o ganiza ional s uc u e
o he se ice company i sel and he wide cul u e. These
may all in hei own way be inno a i e and con ibu e o
c ea ing inno a i e se ice expe iences and solu ions. New
se ices, o example, may equi e new o ganiza ional
s uc u es; (in e )pe sonal capabili ies o eam skills. new
se ice deli e y sys em is no only an inno a i e concep , bu
also inno a i e in how i is o ganized, how i empowe s i s
employees, how i mo i a es cus ome s o ecei e hei own
se ices, and how i has es ablished a e y clea i m cul u e
o how o se ice and app oach clien s.
New se ice deli e y
sys em
(o ganiza ional
componen )
This dimension is abou he echnological sys ems and
p ocesses in ol ed in deli e ing a se ice. I pinpoin s ha
ICTs ha e enabled nume ous se ice inno a ions anging
om elec onic go e nmen and E-heal h, o ad anced mul i-
channel managemen , cus omiza ion o se ices, in oduc ion
o sel -se ice concep s, i ual p ojec eams and so on. ICTs
a e o e ing huge oppo uni ies o in oducing new se ice
concep s, new ways o in e ac ing wi h cus ome s and o he
se ice p o ide s, o de eloping new e enue models and o
he way in which he se ice deli e y sys em is o ganized.
New se ice deli e y
sys em
( echnological
componen )
Den He og, P. (2000) in an a icle called "Knowledge-in ensi e business se ices as
co-p oduce s o inno a ion", explo es wha ole knowledge-in ensi e business se ices
(KIBS) play in inno a ion in o he i ms. A ou -dimensional model o se ice inno a ion
is p esen ed in his s udy consis ing o : a) he se ice concep , b) he clien in e ace, c)
he se ice deli e y sys em/o ganiza ion, d) echnological op ions. Also J.P.J. de Jong, A.
B uins, W. Dol sma, J. Meijaa d (2003) in an a icle called " Inno a ion in se ice i ms
explo ed : wha , how and why?" e iewed he li e a u e on inno a ion in se ices. They
s a e ha he new se ices in p ac ice a e a combina ion o hese dimensions: 1) he
se ice concep , 2) he clien in e ace, 3) he se ice deli e y sys ems,4) echnological
op ions. In he ollowing, Chen and e . al. (2009), on he impo ance o se ice inno a ion
as a means o gain ad an age in a compe i i e en i onmen and Key ole o he se ice
deli e y in in e ac wi h cus ome s in ecen yea s plays, s essed. They conclude ha
inno a ion in se ice deli e y, leading o imp o ed inancial pe o mance and
In e na ional Jou nal o Managemen , Accoun ing and Economics
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742
non inancial companies. Finaly Pim den He og, Wie ze an de Aa and Ma k W. de Jong
(2010) in a icle called “Capabili ies o managing se ice inno a ion: owa ds a
concep ual amewo k “de ine Se ice Inno a ion as a new se ice expe ience o se ice
solu ion ha consis s o one o se e al o he ollowing dimensions: new se ice concep ,
new cus ome in e ac ion, new alue sys em/business pa ne s, new e enue model, new
o ganiza ional o echnological se ice deli e y sys em. In his s udy, he model He og
(2010), is based on he concep ual model. Gi en he abo e i can be concluded ha he e
is a conside able li e a u e on he e ec i e dimensions o se ice inno a ion. Bu so a ,
his aspec has no been iden i ied in he in e nal en i onmen o he banking public in
I an. So in his s udy, a emp o summa ize he iews o esea che s and conduc ed semi-
s uc u ed in e iews, majo and mino dimensions o se ice inno a ion in I anian
go e nmen al banks o be iden i ied. Th ough e iewing he esea ch, six majo
dimensions a ec ing se ice inno a ion was ex ac ed and on he basis, he concep ual
amewo k in Figu e 1 was de eloped.
Figu e 1 Six-Dimensional Se ice Inno a ion Model o He og (2010)
Resea ch me hodology
This esea ch was implemen ed as a quali a i e s udy, which in ol ed he collec ion
o da a ho ough ace o ace in e iews. As a p inciple, he a ge ed sampling co e ed
he academic expe s and manage s o Go e nmen al sys ems banking. In he p esen
s udy sa u a ion was eached a e 12 in e iews. The whole in e iews we e eco ded
and con e ed o ansc ip s. Acco ding o he me hod o S auss and Co bin (1999), he
da a we e analyzed using open and axial coding. Codes o m he basis o la e
agg ega ion in o concep s, in open coding. The aim o open coding is o begin he
un es ic ed labeling o all da a and assign concep ual codes o each ou s anding inciden
Six-Dimensional
Se ice Inno a ion Model
New se ice
concep New
echnologic
al se ice
deli e y
sys em
New
o ganiza ion
al se ice
deli e y
sys em
New e enue
model
New alue
sys em/busi
ness
pa ne s
New
cus ome
in e ac ion
In e na ional Jou nal o Managemen , Accoun ing and Economics
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743
wi hin he da a (S auss, 1987). Axial coding always ollows open coding, and iden i ies
ela ionships be ween open codes o he pu pose o de eloping co e codes (S auss and
Co bin, 1990). S a is ical analysis o he esea ch indica es ha he esponden s
'demog aphics o he pa icipan s we e consis o 16% women and 84% men. Table (3)
shows he dis ibu ion o he esponden s 'demog aphics.
Table 3 dis ibu ion o he esponden s 'demog aphics
Academic Deg ee
O ganiza ional posi ion
Pa icipan
PhD
Facul y membe
I1
PhD
Facul y membe
I2
PhD
Facul y membe
I3
MA
Employee educa ion sec o banks
I4
MA
Employee De elopmen Bank
I5
PhD
Facul y membe
I6
PhD
Facul y membe
I7
PhD
Facul y membe
I8
MA
Head o he Resea ch Depa men o he Bank
I9
MA
B anch Manage
I10
MA
Head o he educa ion sec o banks
I11
Bachelo
Employee o he Resea ch Depa men o he Bank
I12
Resul s
Resul s o he quali a i e s udy i.e. he e ec i e ac o s in Se ice Inno a ion o
I anian banking sys em is shown a Table (1). six dimensions o Se ice Inno a ion a e
new se ice concep , new o ganiza ional se ice deli e y sys em, new echnological
se ice deli e y sys em, new cus ome in e ac ion, new alue sys em/business pa ne s
and new e enue model. These ac o s ha e been con i med by Pim den He og.
(2000)،J.P.J. de Jong, A. B uins, W. Dol sma, J. Meijaa d (2003) ، Ja-Shen Chen, Hung
Tai Tsou and As id Ya-Hui Huang (2009) ،Pim den He og, Wie ze an de Aa and Ma k
W. de Jong. (2010). In in e iews wi h academic expe s and manage s o Go e nmen al
banking sys ems main dimensions o Se ice Inno a ion we e selec ed as e ec i e ac o s
o Se ice Inno a ion in I anian Go e nmen al banks. Also he coding esul s we e
compa ed, discussed, and modi ied o any p obable disc epancies and inally 36
seconda y ac o s consis o 9 sub ac o o new se ice concep , 10 sub ac o s o new
cus ome in e ac ion, 6 sub dimensions o new o ganiza ional se ice deli e y sys em, 5
sub dimensions o New echnological se ice deli e y sys em, 3 sub ac o s o new
alue sys em/business pa ne s and 3 sub ac o s o new e enue model we e ecognized.
The a ained inal ac o s a e shown in Table (4).
Table 4 Resul s o he quali a i e s udy, e ec i e ac o s in Se ice Inno a ion
Main dimensions
Seconda y dimensions
(ex ac ed om Open Coding Index)
F equency
New se ice concep
Co-c ea ion alues be ween he cus ome and he
se ice p o ide (sha ed alue c ea ion)
3
C ea e a new pla o m o p o iding se ices
3
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744
New ways o p o ide se ice based on he use o
he se ice (Face- o- ace, elec onics, e c.)
6
P o ide a new a ge ma ke in banking se ice
5
New cus ome
in e ac ion
A new way o in e ac ion be ween cus ome and
se ice p o ide :
(clien 's sound sys em, online se ices, ATMs,
banking, mic o banking, e-banking, mobile
banking, websi e, ca é banking, co e banking,
co po a e banking and e c.)
8
The c ea ion and widesp ead use o call cen e s
and inancial consul a ion wi h di e en pa o
cus ome s segmen a ion
3
Imp o e job aining (by expe s ou side he
en e p ise) o deal app op ia ely wi h clien s
3
De ine he Bank's cus ome s, clus e ing hem and
mee cus ome s ' needs and beha io s o he each
clus e
5
Do a su ey o he cus ome s o he ield, wice a
yea and ma ke esea ch o he ield
1
P o iding special se ices o speci ic clien s o
achie ing hei loyal y
3
New o ganiza ional
se ice deli e y
sys em
Op imize he capabili ies o he indi idual wi hin
he eam skills, educa ion, and … o S a
6
Imp o ing he o ganiza ional s uc u e
4
Upg ade o ganiza ional cul u e based on alues
sha ed wi h clien s and use mode n banking
4
Change he way he o p o iding se ice om
mass p oduce o he cus omiza ion
4
New echnological
se ice deli e y
Sys em
De elopmen o new IT-based, such as paymen
new sys ems, In e ne banking, mobile banking,
di ec banking, e-check, online banking sys ems,
ATMs and , ...
8
Ha ing an accu a e and de ailed in o ma ion o
cus ome s in o de o o e new se ices o hem
in acco dance wi h he needs o ou cus ome s
6
New alue
sys em/business
pa ne s
Engage key s akeholde s and coope a ion wi h he
Alliance, on ei he side o he alue chain and
business pa ne s
3
Mee he S akeholde expec a ions o he
O ganiza ion and supply o business pa ne s in
se ice inno a ion
3
In e na ional Jou nal o Managemen , Accoun ing and Economics
Vol. 2, No. 7, July, 2015
ISSN 2383-2126 (Online)
© IJMAE, All Righ s Rese ed www.ijmae.com
745
New e enue model
Find he p ope dis ibu ion o income and
expenses and assess economic easibili y (cos -
e ec i eness) New Re enue Models
4
Use new e enue and se ice model based on e-
Technology De elopmen and New Re enue
Models
2
Discussion & Conclusion
In his pape ac o s e ec ing on Se ice Inno a ion in I anian Go e nmen al Banks
has been in oduced. Fi s he li e a u e was e iewed and a Six-Dimensional Se ice
Inno a ion Model o He og (2010) was selec ed o he base o he esea ch. Then he
quali a i e da a was collec ed h ough in e iews. Resul s o his pape indica ed ha
Se ice Inno a ion dimensions in I anian Go e nmen al banking sys ems is consis o six
e ec i e ac o s and 36 sub ac o s acco ding o coding echniques. The i s dimension
i.e. new se ice concep is consis s o 9 sub ac o s and he nex dimension is new
cus ome in e ac ion is consis o 10 sub ac o s. The hi d ac o is new o ganiza ional
se ice deli e y sys em ha is consis s o 6 sub dimensions. Acco ding o da a analysis,
he o h ac o is New echnological se ice deli e y sys em ha is consis s o 5 sub
dimensions and he i h ac o is new alue sys em/business pa ne s ha is consis s o 3
sub ac o s. Addi ionally, indings o he in e iews indica e ha he las ac o i.e. new
e enue model is consis o 3 sub ac o s. Table (5) also shows his compa ison o his
pape esul s wi h o he esea che s in de ail.
Table 5 The compa ison o ac o s e ec ing on Se ice Inno a ion in I anian Go e nmen al
Banks wi h o he esea che s s udies
E ec i e Fac o s- P esen S udy
E ec i e Fac o s- o he esea che s S udy
New se ice concep
Pim den He og. (2000)
J.P.J. de Jong, A. B uins, W. Dol sma, J.
Meijaa d (2003)
Ja-Shen Chen, Hung Tai Tsou and As id Ya-
Hui Huang (2009)
Pim den He og, Wie ze an de Aa and Ma k
W. de Jong .(2010)
New o ganiza ional se ice
deli e y sys em
New echnological se ice
deli e y sys em
New cus ome in e ac ion
New alue sys em/business
pa ne s
Pim den He og, Wie ze an de Aa and Ma k
W. de Jong .(2010)
New e enue model
As he Table (4) is shown, he esul s o his pape ha e been con i med by o he
esea che s. Fu he mo e, he compa ison o he li e a u e o Se ice Inno a ion wi h he
indings o p esen su ey demons a es ha he esul s a e con i med by he s udies o
some p e ious au ho s such as Pim den He og. (2000), Pim den He og, Wie ze an de
Aa and Ma k W. de Jong .(2010). The esul s o his pape can be implemen ed by R&D
cen e s o I anian Go e nmen al banks and banking sys em manage s o I an. The new
heo e ical model o his pape can be used o he Go e nmen al banking sys ems o he
