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

Globalization and high pace of technological processes، achieved by information technology، increase the pressure on private and public organizations to compete for providing new services. The service sector accounts for the largest employment growth and value-added in developed economies. Therefore، extensive studies on developing new services and their success factors have become more important. In this regard، the present study is carried out with the purpose of investigating critical success factors and presenting a model for new service development. The population of this study consists of two groups; the first group includes managers and experts of municipality for identifying CSFs and the second group includes citizens of region 1 of Tehran in order to evaluate the performance of municipality in NSD. For collecting data، two questionnaires of identifying CSFs and evaluating the performance are used. Structural equations model and Topsis and Vikor decision making techniques are employed to examine the questions. For presenting obvious and practical results، CSFs that are confirmed in the model are included in importanceperformance matrix and are divided into 4 sections the most important of which are those located in the second quarter. Therefore، municipality must improve its performance in these items to successfully develop its services.