面對金融管制解除、產業邊界模糊、競爭日趨激烈、資訊科技快速躍進、顧客日益精明 的經營環境，為了生存與成長，金融服務業者必需不斷地創思新構想、推出新服務。遺 憾的是，雖然目前已有許多製造業新產品開發的撰述，惟金融服務業的新服務開發（NSD） 文獻則極為有限，且本質多為規範性。本研究以國內銀行業及保險業的62 個NSD 專案 為對象，檢視金融服務業者在新服務開發活動的執行品質，並分析執行品質與績效間之 關聯。統計分析顯示，大多數的NSD 活動屬中高執行品質，概念測試屬中低執行品質， 服務測試／實作及試銷則屬低執行品質。此外，高績效群在NSD 活動上的執行品質顯著 高於低績效群。最後，研究者依據實證結果提出NSD 管理及未來研究的建議。

Facing deregulation, blurring of industry boundaries, increasing competition, rapidly advancing information technology, and increased customer sophistication, financial institutions attempting to survive and grow will need continuously to create new ideas and launch new services. Sadly, although much has been written about new product development in manufacturing industries, the literature on new service development (NSD) in financial service industry has remained sparse and is largely normative in nature. This study investigates the quality of execution for new service development activities in financial service industries and the relationship between quality of execution for NSD and its performance. Sixty-two NSD projects from banking and insurance industries in Taiwan were sampled as subjects. Statistical analysis shows that most NSD activities have moderately strong quality of execution, concept testing has moderately weak quality of execution, service testing-pilot run and test marketing have the most weak quality of execution. The findings also indicate that the top third performers do significantly higher in the quality of execution for the NSD activities than the bottom third. Finally, suggestions for NSD management and recommendations for future research are presented.

金融服務業; 新服務開發; 執行品質; 新服務績效

Financial service industry; New service development; Quality of execution; New service performance