Services have become the largest sector of the economy. The development and launch of new services have been an important topic for service companies and the development of new service concept has been emphasized. But the topic of new service development has been relatively neglected in the literature on innovation and new product development.
This study aims to analyze the concept development process of new services when service companies want to develop and to design new services. In order to obtain this objective, this study divides new services into groups and decides the concept development direction of new services depending on the new service classes. The concept development direction don't take into account the service characteristics until the concept of new services must be established.
The methodology of this study is case study. In order to make new service concept development 13 cases in 6 Samsung services companies are analyzed and studied in this thesis. The characteristics, the development background and process of these cases are studied. The ideas of new services are anlayzed.
In conclusion this thesis proposes the model of the concept development process of new service. The first step is dividing new services into 5 groups by the customer class and service package. These groups are the new customer development, the improved services, the market extension, the service-line extension, the diversification. The second step is that new service groups in the improved services and the market extension are developed toward improving the service quality, the service value, the service delivery system by enhancing the supplementary services of the present service package. The third step is that other new service groups in the market extension and the service-line extension are developed toward externalizing services that are internalized in customers by developing new service package differed from the present service package. The fourth step is that tangibility, newness, imitability that are generated by the service characteristics must be considered into these new services concepts.
The results of this study will be useful to develop and to design new services and to find new markets to increase their business results. These help service companies analyze and make up service portfolio.
