Designing a service innovation model and investigating the factors affecting service innovation in Mellat Bank of Azerbaijan province

The purpose of this research is to design a service innovation model and investigate the factors affecting service innovation in Mellat Bank of East Azerbaijan province. The current research is developmental-applicative in terms of its purpose and descriptive-analytical in terms of the research method. The statistical population of this research is 14 experts (university professors) who are familiar with the subject in order to formulate the service innovation model. A questionnaire was used to collect data. Content validity was used to determine the validity of the questionnaire, and Cronbach's alpha coefficient and composite reliability were used to determine reliability. In order to analyze the data, the fuzzy Dimetal method was used. The research findings show that in order to design the service innovation model, seven main components of idea generation, organization and management, organizational structure, new service development process, resources, market synergy and strategy can be used. The findings of Dimtel's method show that the organization and management component is the only influential component among service innovation components and other components are considered as influential components