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近年来,随着我国金融服务市场的发展和成熟,中小商业银行越来越扮演起为中小企业提供广泛金融服务的独特角色。为更好地开发新产品,其前后台间知识转移活动日趋活跃。本文采用整体性多案例研究方法,对中小银行新服务开发引入阶段前后台知识转移机制进行了分析性归纳的跨案例研究。选择位于浙江省的两家中小银行的贷款产品作为研究对象,构建了“引入阶段活动——前后台知识转移——新服务开发绩效”模型,并验证了组织文化和关系信任的调节作用。研究结论是,在中小银行这样的知识密集型服务创新情境下,前后台的知识转移(吸收)意愿,是新服务开发知识转移成功的主导因素。而这在新服务开发的市场引入阶段得出的结论,表明新服务开发研究已经超越传统的服务营销范畴,值得重新审视。
In recent years, with the development and maturity of China’s financial services market, small and medium-sized commercial banks are increasingly playing a unique role in providing a wide range of financial services to SMEs. In order to better develop new products, its knowledge transfer activities have been increasingly active. In this paper, a holistic, multi-case study is used to analyze the cross-case studies on the knowledge transfer mechanism before and after the introduction of new service development in small and medium-sized banks. Choosing the loan products of two small and medium-sized banks located in Zhejiang Province as the research object, this paper constructs a model of “introducing stage activities - knowledge transfer before and after the stage - performance of new service development”, and verifies the regulatory function of organizational culture and relationship trust . The conclusion is that under the knowledge-intensive service innovation such as small and medium-sized banks, knowledge transfer (absorption) willingness of front and back offices is the dominant factor in the success of knowledge transfer in new service development. And this conclusion drawn in the stage of market introduction of new service development indicates that the research on new service development has surpassed the traditional category of service marketing and is worth reviewing.