New Research on New Service Development Based on Unified Services Theory

One significant challenge encountered by researchers interested in services management is that there is no single, comprehensive, and consistently used unifying structure of service. Until recent emergence of Sampson´s UST, the status has not been broken through. However, long-term deficiency makes it hard to achieve coherence within the field and creates a barrier to discovering managerial and operational implications in NSD. To fill this gap, a new mode of NSD is proposed in this article. Based on UST, we analyze the relationship among the service firm and its all customers, as well as its service provider. Then, we come up with NSD-Hub, set up its operating mechanisms and analyze its characteristics. Finally, we propose NSD-Hub operates NSD with a circle and persistent way. By comparison with traditional R&D division, we find NSD-Hub could achieve real-time, faster and higher-quality development of new service and higher success rate and availability in practice.