Identification of Service Innovation Dimensions in Service Organizations

In today competitive world, innovation is a key factor for creating competitive advantage and even for survival of the enterprises and as a propellant for business growth and prosperity and maintain more profitability for an organization, as a result of market needs and technology push. In service organizations, recognition of the conceptual framework of service innovation, improves performance of the Organization and creates core competencies for achieving competitive advantage through their systematic approach to service development, which is crucial for survival and maintaining competitiveness in the current financial markets. Banking systems due to the rapid global competition, the impact of structural change, deregulation effects, the use of new technologies and the increasing expectations of customers, have sought to develop and implement service innovation in their organizations. In this paper the effective factors of Service Innovation in service organizations has been introduced and case of study is Iranian Governmental Banks. Research methodology is qualitative and qualitative. Data was collected through in-depth interviews with academic experts and managers of governmental banking systems until theoretical saturation was achieved. The gathered data was analyzed using axial and open coding methods. The results show that dimensions of Service Innovation in financial service organization systems consist of six main dimensions including new service concept, new delivery system (organization), new delivery system (technological), interact with new customers, new value systems / new business partners and finally the new revenue models and 36 secondary factors. The results of this paper can be used for the understanding of service innovation for new service design and development in governmental banking system in a competitive environment at the other countries.