Effect of Value co- Creation on the New Services Development: The Mediator Role of Intra-Organizational Coordination and Moderating Role of Technological Experience

Globalization and high-tech processes, through information technology, have doubled the pressure on service organizations in the private and public sectors to compete in new services. In developed economies, the service sector is responsible for most employment and value-added growth. As a result, more extensive studies on the development of new services and the factors influencing it are becoming more important. On the other hand, value creation is a new concept in business, marketing and innovation of organizations that has been considered with the aim of creating a competitive advantage to maintain the survival of organizations. Sharing value creation is actually the process of creating value through the interactions of organizations with other organizations, employees, customers and other partners in the market and today is the focus of managers of service organizations including the banking and insurance industry, which are central pillars of economies. The present study seeks to provide a model to investigate the impact of shared value creation directly and indirectly on the development of new services, the impact of internal coordination as a mediating factor between the two variables of value creation and new service development as well as technology experience variable as moderator of internal coordination in 41 branches. It has been done from the central branches of banks and insurance companies of Boroujerd city. This research is of an applied type with a survey strategy. Data were collected through a questionnaire and also structural equation method was used to analyze the data. The results show that the creation of shared value has both a direct and indirect positive and significant effect on the development of new services. Also, the mediating role of intra-organizational coordination and moderation of technology experience was confirmed.