In times of intensive competition, reducing development cycles of new products, and more demanding customer expectations, organization are in increasing need of new approaches to service design and delivery. As a result, NSD has not only become an important competitive factor in many industries, but also has raised the interest of researchers in the fields of service innovation, and innovation management. Learning process has a critical role for optimizing NSD process in service organizations. Recent research suggests that organizational learning can contribute greatly to the success of new service development process. In this paper new conceptual model of learning process for New Service Development process in Iranian Banks has been introduced. The qualitative data was gathered through interviews. The methodology is adapted from in-depth interviews with academic experts and managers of banking system until theoretical saturation state achieved. The gathered data was analyzed using axial and open coding methods. The results show that the learning process of new service development in Iranian banking system involves seven axial factors consist of Individual, Technology, Organization, Institutions, external Environment, internal factors plus a new factor that is Training methods. By applying the above mentioned factors the banks can either facilitate learning NSD process among their employees, departments and whole organization to continue innovation and creativity in bank services, or can deliver customer oriented services to their customers. The research results are applicable for all banking systems in the world.
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