The Presentation of a Pattern for Services Design and Development Process with a Competitiveness Approach in Iran Banking Industry

The main purpose of the study is to explore the important issues and their relations to present a pattern for design and development process of financial services with a competitiveness approach in Iran banking industry. The study applies mixed method as its methodology. The qualitative section approach is based on Grounded Theory strategy. The data-collection instrument consists of semi-structured interview with twelve research and innovation experts and managers in banking industry selected through purposeful as well as snowball sampling. Dimensions and components of design and development process of financial services were extracted and compiled in a Grounded Theory conceptual model. The main phenomenon, process design and development services in the field of banking. Lastly, the final model were formulated and presented with regard to casual, intervening and contextual conditions as well as strategies and results. In quantitative section, the data was collected by a researcher-made questionnaire consisting of 236 items and the descriptive-survey method was used for analysis and explanation of proposed pattern. Finally, the findings of the study shows that the managers and policy-makers of banking industry should consider all casual, intervening and contextual conditions as well as strategies and outcomes for successful development of banking modern products and services; They also should step into the identified phases of modern service development with a competitiveness and market-based approach.