A New Way of New Service Development Based on Service Customized Approach

Competitive pressures are prompting a new-found aggressiveness that questions established service offering and calls for new ways of identifying and satisfying buyers´ needs. Today´s customers are demanding quality, style, and uniqueness over homogeneous products. Therefore, it´s necessary to deploy new service development (NSD) based on service customization approach. However, it´s still void in academic field. In order to fill this gap, a new way of NSD is proposed in this article based on service customized approach. First, we review literature on NSD and service customization. Next, we analyze the relationship among the service level and service customization in a period of time, as well as in the long run. Then, we come up with a new way of NSD. We propose that service firms should collect its customers´ customized needs first. Also, through the method of cluster analysis, we open up a new thread to deploy NSD. Management implications and areas for further research are discussed.