Innovation plays an important role in the banking industry, which is very competitive. In addition to their social responsibility obligations, banks are responsible for maximizing profitability and increasing shareholder wealth, and the only way for banks to achieve thi
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Innovation plays an important role in the banking industry, which is very competitive. In addition to their social responsibility obligations, banks are responsible for maximizing profitability and increasing shareholder wealth, and the only way for banks to achieve this desired result is through innovation. Therefore, the purpose of this study was to test the conceptual model of factors affecting the development of service innovation in the banking industry. This research has been based on an applied-developmental goal. In this research, in the first stage, using structural-interpretive modeling, the conceptual model of factors affecting the development of service innovation in the banking industry has been developed and in the next stage, using the path-structural modeling, the developed model has been tested. To collect the data, two researcher-made questionnaires were used, which were distributed among the members of the statistical sample after determining their validity and reliability. The statistical population in the model development section, experts familiar with the subject and in the model testing section, all managers, heads of branches and their deputies in Bank Mellat have been. Accordingly, 13 experts and 108 managers, heads of departments and deputies participated in two parts of the study as a statistical sample. Findings while showing different relationships between the dimensions of service innovation development in the banking industry, show that the process of new service development is the most influential factor and the organization and management are the most influential factor in the development of bank service innovation.
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