Study of effective factors on service innovation in Tourism bank

Nowadays, banking industry is an area in which innovation is required more than any other service industries. Studying the factors and indices effective on service innovation in tourism bank, is the aim of this research. Research statistical population consists of 580 out of the whole tourism bank personnel all over the country including users, senior users, bosses and deputies. The sample size is estimated 232 persons using Morgan Table, and the research time span is from Bahman 95 to Mordad 96. Data gathering is done through electronic questionnaire whose validity is verified by expert’s views, and its reliability by the coefficient of Chronbach’s alpha. In this research, based on studied literature, 58 indices effective on service innovation in the form of 9 factors at the bank level were identified including communication, strategic, human, market and customers, technologic, organizational and systematic, processing, financial, and learning ones; and their effects were studied by structural equations and Amos software. Also, the present status of service innovation factors in tourism bank indicates that its innovative performance is under alarming level for the communication, processing, organizational and systematic, and financial factors; it is nearly equal to alarming level for strategic, market and customers, and learning ones; and finally the human and technology factors are at higher level of alarming.