The critical success factors for new service development in digital service.

The critical success factors of New Service Development (NSD) has received overwhelming interest and played an important role in the growth of service industries. With current situation of highly competitive business environment, service provider companies are inevitably forced to adopt or develop service innovation in order to gain competitive advantages or remain in the competitive races in the service industry. Critical success factors (CSFs) are crucial aspects for the success of new service development. To create service innovation, project manager, project team members and authorized persons must have good understanding and plan the project execution appropriately. The current fast-changing economic condition, which focuses on digital economy, requires rapid development of new congruous services. The development of new services requires comprehensive understanding of success factors of New Service Development process. Even though there were numerous studies on suitably applying NSD process to various industries in the past, there are limited numbers of studies on this process and critical success factors these days during digital era. The contribution of this research is to propose seven critical success factors (7C Model) providing guidance for a project manager or authorized persons to manage service innovation and play important role for the success of NSD process especially digital service channel.