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Fierce competition and more demanding needs for customer oriented services have been instigated service organizations to apply new approaches for service design and delivery. Private banking systems are one of the most important parts of service organizations. The efforts in grasping more financial resources by private banks versus governmental banks as well as growth in customers' needs for effective services have enforced private banking managers for using new service design and development process in Iranian private bank systems. New Service design and Development (NSD) process providing the lower cost and higher benefit methods for creation of competitive advantage in global banking systems. In this paper the effective determinants in new service development process of Iranian private Banks has been identified. The qualitative data was collected through interviews. The methodology is adapted from in-depth interviews with academic experts and managers of private banking systems until theoretical saturation state achieved. The gathered data was analyzed using axial and open coding methods. The results shows that the NSD process Iranian private banking systems is consist of four main stages and 28 axial factors and 52 secondary factors. The main factors are includes of analysis& new concept development, design, pilot and launch, development stages. Eventually, the results of this paper can be used for the new services development process in the private banking systems of a competitive environment at the other countries.

Identifying Effective Determinants of New Service Design and Development Process in Service Organizations