Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/36114
Title: The Effectiveness, Adoption and Application of New Service Development (NSD) Tools and Techniques
Authors: JIN DAYU
Keywords: new service development,tools and techniques,service innovation,success factor,innovation adoption
Issue Date: 16-Aug-2012
Source: JIN DAYU (2012-08-16). The Effectiveness, Adoption and Application of New Service Development (NSD) Tools and Techniques. ScholarBank@NUS Repository.
Abstract: This thesis focuses on new service development (NSD) tools and techniques. It has three objectives. The first objective is to investigate the usage pattern and effectiveness of NSD tools based on an integrative marketing and operations perspective. The findings suggest that NSD tools are still underutilized. The use of market tools improves operational performance. The second objective is to study the antecedents of the adoption of NSD tools by integrating the Theory of Planned Behavior and literature on organizational adoption of innovation. The identified factors include perceived usefulness, perceived ease of use, competitive pressure, compatibility, and resource commitment. The third objective is to design a maturity model for NSD. Service firms can use the proposed model as a diagnostic tool to assess current status of development capabilities, and they can also apply it as a guideline for continuous process improvement.
URI: http://scholarbank.nus.edu.sg/handle/10635/36114
Appears in Collections:Ph.D Theses (Open)

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