Analyzing the Critical Success Factors in New Service Development (NSD) Using Structural Equations Model (Case Study: Region 1 of Municipality of Tehran)

Abstract

Globalization and high pace of technological processes,achieved by information technology, increase the pressure on private andpublic organizations to compete for providing new services. The servicesector accounts for the largest employment growth and value-added indeveloped economies. Therefore, extensive studies on developing newservices and their success factors have become more important. In thisregard, the present study is carried out with the purpose of investigatingcritical success factors and presenting a model for new service development.The population of this study consists of two groups; the first group includesmanagers and experts of municipality for identifying CSFs and the secondgroup includes citizens of region 1 of Tehran in order to evaluate theperformance of municipality in NSD. For collecting data, two questionnairesof identifying CSFs and evaluating the performance are used. Structuralequations model and Topsis and Vikor decision making techniques areemployed to examine the questions. For presenting obvious and practicalresults, CSFs that are confirmed in the model are included in importanceperformancematrix and are divided into 4 sections the most important ofwhich are those located in the second quarter. Therefore, municipality mustimprove its performance in these items to successfully develop its services.

Keywords

• Critical Success Factors
• Municipal Services
• New Service Development
• service