Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> This article examines the strategic process of new service development (NSD). The authors empirically explore the strategic influence of team-based organizational structure, NSD process design, and information technology (IT) choices on the speed and effectiveness of NSD efforts. Several literature-based relationships are tested with a recursive path model using a multi-industry sample of U.S. service organizations. Most results for the service sector are similar to those found in manufacturing: (a) NSD cross-functional team structures directly influence the effectiveness of the firm’s NSD efforts, (b) more formalized NSD processes indirectly influence the firm’s ability to develop new services by increasing the speed of NSD, and (c) IT choices directly affect both the speed of the NSD process and the general effectiveness of the firm’s NSD activities. Contrary to expectations, no direct relationship between the use of cross-functional team structures and the speed of NSD was found. <s> BIB001 </s> Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> Abstract In companies where new product development plays an important strategic role, managers necessarily contend with a portfolio of projects that range from high technology, new-to-the-world, innovations to relatively simple improvements, adaptations, line extensions, or imitations of competitive offerings. Recent studies indicate that achieving successful outcomes for projects that differ radically in terms of innovativeness requires that firms adjust their NPD practices in line with the type of new product project they are developing. Based on a large-scale survey of managers knowledgeable about new product development in their firm, this study focuses on new business-to-business service projects in an attempt to gain insights about the influence of product innovativeness on the factors that are linked to new service success and failure. The research results indicate that there are a small number of “global” success factors which appear to govern the outcome of new service ventures, regardless of their degree of newness. These include: ensuring an excellent customer/need fit, involving expert front line personnel in creating the new service and in helping customers appreciate its distinctiveness and benefits, and implementing a formal and planned launch program for the new service offering. Several other factors, however, were found to play a more distinctive role in the outcome of new service ventures, depending on how really new or innovative the new service was. For low innovativeness new business services, the results suggest that managers can enhance performance by: leveraging the firm’s unique competencies, experiences and reputation through the introduction of new services that have a strong corporate fit; installing a formal “stage-gate” new service development system, particularly at the front-end and during the design stage of the development process; and ensuring that efforts to differentiate services from competitive or past offerings do not lead to high cost or unnecessarily complex service offerings. For new-to-the-world business services, the primary distinguishing feature impacting performance is the corporate culture of the firm: one that encourages entrepreneurship and creativity, and that actively involves senior managers in the role of visionary and mentor for new service development. In addition, good market potential and marketing tactics that offset the intangibility of “really new” service concepts appear to have a positive performance effect. <s> BIB002 </s> Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> Download time has been recognized as one of the most important ::: technological impediments to electronic commerce (EC). Unfortunately, the ::: exact consequences of this impediment are currently ill-defined. The ::: goal of this study is to extend the work of Rose (2000) and Rose ::: and Straub (1999) to examine how the capabilities of technological ::: delivery impacts the success or failure of EC initiatives. Using ::: theories from marketing and the systems response time literature, ::: it is hypothesized that download delay in an e-Service retailer's Web ::: application has a negative impact on consumer attitude toward that Web ::: retailer. Counter to anecdotal evidence in the press and our theoretical ::: arguments, results from a laboratory experiment do not support this ::: stance. Interpretations of this outcome, new research directions to ::: tease out a deeper explanation, and managerial implications are discussed. <s> BIB003 </s> Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> Abstract The management of new service development (NSD) has become an important competitive concern in many service industries. However, NSD remains among the least studied and understood topics in the service management literature. As a result, our current understanding of the critical resources and activities to develop new services is inadequate given NSD’s importance as a service competitiveness driver. Until recently, the generally accepted principle behind NSD was that “new services happen” rather than occurring through formal development processes. Recent efforts to address this debate have been inconclusive. Thus, additional research is needed to validate or discredit the belief that new services happen as a result of intuition, flair, and luck. Relying upon the general distinctions between research exploitation and exploration, this paper describes areas in NSD research that deserve further leveraging and refinement (i.e. exploitation) and identifies areas requiring discovery or new study (i.e. exploration). We discuss the critical substantive and research design issues facing NSD scholars such as defining new services, choice in focusing on the NSD process or performance (or both), and specification of unit of analysis. We also examine what can be exploited from the study of new product development to further understanding of NSD. Finally, we explore one important area for future NSD research exploration: the impact of the Internet on the design and development of services. We offer research opportunities and research challenges in the study of NSD throughout the paper. <s> BIB004 </s> Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> AbstractThe following sections are included:IntroductionConsequences of Service Features for Organizing Innovation in ServicesOrganizing Product Innovation Processes in a Service EnvironmentOrganizational Conditions for Product InnovationOrganizational Innovations and Conditions for InnovationConclusions <s> BIB005 </s> Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> Purpose – When compared with the field of new product development, research on new services has seen fewer developments and offers less comprehensive insights. This paper tries to fill this gap by providing empirical findings from two qualitative longitudinal case studies of new service development. Knowledge on the management issues for developing new bank offerings efficiently is limited. Furthermore, recent research suggests that organisational learning can contribute greatly to the success of innovation projects. The aims of this paper are to provide a detailed description of the development process of a new financial product and to identify learning actions that may contribute to its effectiveness.Design/methodology/approach – The paper reports findings from a qualitative, longitudinal case study of a well‐known French bank, and of a retailer. The research focuses on the description of the process, the organisational issues involved and the decision making during the development process.Findings – Th... <s> BIB006 </s> Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> Using the means-end framework as a theoretical foundation, this article conceptualizes, constructs, refines, and tests a multiple-item scale (E-S-QUAL) for measuring the service quality delivered by Web sites on which customers shop online. Two stages of empirical data collection revealed that two different scales were necessary for capturing electronic service quality. The basic E-S-QUAL scale developed in the research is a 22-item scale of four dimensions: efficiency, fulfillment, system availability, and privacy. The second scale, E-RecS-QUAL, is salient only to customers who had nonroutine encounters with the sites and contains 11 items in three dimensions: responsiveness, compensation, and contact. Both scales demonstrate good psychometric properties based on findings from a variety of reliability and validity tests and build on the research already conducted on the topic. Directions for further research on electronic service quality are offered. Managerial implications stemming from the empirical fi... <s> BIB007 </s> Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> E-government initiatives have been proven to deliver significant benefits, both for suppliers of electronic services (public authorities and organizations) and for the public, to whom services are addressed. However, the pace with which electronic services are made available and adopted is lower than planned or expected; governments tend to be slow in releasing new services, and citizens often prefer to conduct business with the government through paper forms and physical presence, rather than using online methods. This indicates that certain barriers exist that hinder the transition to electronic services. In this paper, we present the results of a survey among electronic service stakeholder groups, to identify the most important barriers to electronic service development. Documentation of barriers is considered important, since administrations may take certain measures to overcome them. Hints on how specific barriers may be overcome are also provided. <s> BIB008 </s> Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> Researchers find customer satisfaction with service-oriented Web sites (e-services) can be modeled effectively based on the match between customers’ initial expectations and subsequent perceptions of performance. However, little is known about the factors leading to expectations or the ability of such factors to provide early predictions of satisfaction. We use social cognitive theory as a basis to propose that self-efficacy, past experiences (participation, knowledge, and Internet experience), and affective factors (prior satisfaction and enjoyment) will influence expectations of an e-health service. We test these factors in conjunction with the direct-effects model of satisfaction among patients registered for an e-health service. We find that these antecedents explain 57% of the variance (R 2 ) in expectations. Further, early predictions made from antecedents during initial use of the e-health service explain 39% of the variance in satisfaction. Our findings suggest that the antecedents are important contributors to patients’ expectations and can provide early guidance to development of successful e-health services. <s> BIB009 </s> Why e-Service Development is Different: A Literature Review <s> Antecedents of Success <s> One of the challenging issues in new product development is the evaluation of the future success of new product initiatives and the elimination of those with unpromising futures. The difficulty of assessing the future success of a new offering is more highlighted for new services than is for new products because of the unique characteristics of services. Earlier studies suggested that a number of factors can affect the quality of evaluating the future success of new products or services. Building on previous studies, this paper offers the first empirical tests of the roles of two important factors (task structuring and expertise sharing) in improving the quality of expert predictions of the future success of new Internet services. It presents an empirical study based on a longitudinal survey that involves both the initial predictions and the actual results for two Internet services to test related hypotheses. The results showed that these factors can significantly improve the predictive accuracy of experts in evaluating new Internet services. More importantly, the results also indicated a significant substitution effect between the factors, suggesting that either of these factors is sufficient to make major improvements in the accuracy of the evaluations. Because the factors can largely substitute for each other; however, using both can lead to only minor improvements over and above using just one. <s> BIB010
Related to the different types of innovation, a substantial part of the literature addresses the question of what are NSD antecedents of success (de Jong & Vermeulen, 2003) . Two classes of success factors can be distinguished: NSD outcome factors (how successful is the new service -the outcome of the NSD process) and performance measures of the NSD process itself (Voss et al, 1992) . Table 6 summarizes a sample of these metrics. Generic antecedents include strategic fit, skilled front-line employees, high involvement teams, clear project structure, formal processes, top management support, and product champions BIB002 BIB005 de Jong & Vermeulen, 2003) . BIB006 report that NSD is especially successful when learning occurs during the development process. Further, two evolutionary stages of "manage key activities" and "create a climate for continuous innovation" have been identified (de Jong &Vermeulen, 2003) . In an analysis of the antecedents of NSD success, IT systems and process structure have been shown to have a positive impact on the speed of NSD processes BIB001 . As NSD speed is of particular importance for e-services, this is a valuable contribution. Another notable contribution can be found in BIB004 who did not study e-service antecedents of success but proposed that the aspect of external newness is especially salient, as electronic services are often replications of services already known to customers but are now offered in an electronic way. Although none of the studies explicitly addressed electronic services, it can be assumed that these antecedents are generic enough to play an important role for electronic services as well. Analyzing the specifics of e-services, some individual studies can be found. These studies are, however, very sector specific at times and do not address the development of e-services at a broader level. For example, BIB008 studied barriers to eservice development of e-government services. They found legislative, administrative, technological, user-culture, and social barriers to hinder the development and introduction of e-services in the e-government domain. Similar studies of success factors have, for example, been performed for e-services in retailing BIB003 ) or e-health BIB009 . In a study analyzing the development of one online retailing and one online information service related to sports, BIB010 finds task structuring and expertise sharing two important predictors of service success. A quite established field is the measurement of service quality of Web site-based e-services, such as online shopping BIB007 . Here, various quality metrics can be found that can guide the development of new e-services. While some generic antecedents of success are known and seem applicable to the field of e-services, the antecedents particular to the development of new electronic services are scattered. We propose to address this issue in another research objective: