New financial service development for banks in Taiwan based on customer needs and expectations

Wen Hsien Tsai, Wei Hsu, Thomas W. Lin

Research output: Contribution to journalArticlepeer-review

23 Scopus citations


The purpose of this study aims to employ an analytic approach to analyze efficient managerial strategies for advancing new service development (NSD) by involving viewpoints of customer needs and expectations within a financial service context. This paper uses a sample of potential banks' credit card applications, customers' preferences and satisfaction ratings, and new credit card service data with the applications of both analytic hierarchy process and VlseKriterijumska Optimizacija I Kompromisno Resenje to analyze customer satisfactions and preferences simultaneously. Then, it applies the importance-performance analysis technique to diagnose managerial strategies for reducing the customer gaps between customer perceptions and expectations. The study emphasizes the importance of analyzing customer preferences and reducing gaps between customer satisfactions of perceptions and expectations to ensure NSD success.

Original languageEnglish
Pages (from-to)215-236
Number of pages22
JournalService Industries Journal
Issue number2
StatePublished - Feb 2011


  • Customer expectations
  • Customer needs
  • Financial services
  • Gap reduction strategies
  • New service development


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