The Impact of Personal and Organizational Factors on Attitudes Towards co-Innovation in the Performance of New Service Development (Banking Industry Case Study)

Today, banks and financial institutions of the banking industry, as one of the important service industries, need significant innovations to be present in the competition scene. The purpose of this study is to investigate the effect of personal and organizational factors on customer attitudes toward joint innovation and performance development of new services in the banking industry. The statistical population includes private and public banks in Ardabil (Export, National, Housing, Agriculture, Trade, Mellat, Sepah, Pasargad, Parsian, Shahr, Saman and Ayandeh banks) and the statistical sample includes customers and employees of these banks. The sample size was obtained based on Cochran's formula equal to 384 people and in order to select the respondents, the available method (face-to-face visit to branches) was used. Variables were measured using a standard questionnaire. In order to analyze the data, the structural equation model was used using LISREL software. The results showed that personal factors (including financial, social, knowledge and internal motivations) and organizational factors (including organizational culture, organizational communication, organizational resources and organizational structure) have a positive and significant effect on attitudes toward joint innovation. Attitude towards joint innovation also has a positive and significant effect on the performance of new service development. Finally, the previous experience of joint innovation moderates the relationship between personal and organizational factors with attitudes toward joint innovation.