| Author: | Yiu, Yuk-wah Cindy |
| Title: | Developing successful new services for banks in Hong Kong : an empirical test on the new service development model |
| Degree: | M.B.A. |
| Year: | 1999 |
| Subject: | Banks and banking -- Customer services -- China -- Hong Kong New products -- China -- Hong Kong -- Management New products -- China -- Hong Kong -- Marketing Product management -- China -- Hong Kong Hong Kong Polytechnic University -- Dissertations |
| Department: | Department of Management |
| Pages: | vii, 70, [46] leaves : ill. ; 30 cm |
| Language: | English |
| Abstract: | New services are developed under an organizational environment with specific settings like organization structure, culture, climate and varying degree of management support. In a comparative analysis between European and North American companies, a model on new product development highlighted four organizational factors that influence new product success. This model conceptualizes new product development from an organizational perspective. Like other service organizations, banking service has its special characteristics like intangibility and inseparability that managers have to address when they develop a new financial service. Financial institutions typically cannot rely on product advantage as a sole means for ensuring the success of new service. Managers must understand the totality of the service offering from the customer's perspective. Customer's purchase of a service is influenced by factors like the bank's reputation and its distribution strength. The model that explains the total service offering is the Augmented Service Offering (ASO). By drawing on the management, marketing and business literature, an integrated model (IM) on new service development was developed. Four dimensions of factors having impact on new service are identified. These dimensions of factors were then tested against new service development for banks in Hong Kong. The results show that these factors have different contribution on various aspects of new service success. For example, investment in systems enable the company to reposition themselves but have little impact on profitability while staff training and skills improvement generates profit and sales. Managers in planning and evaluation of new product development are recommended to recognize these variations and be realistic in their new service goals. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b14694827.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.99 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/4582