Evaluation of customer expectations-based new product and service development process: An analysis for the Turkish banking sector

This chapter analyzed customer expectations-based new product and service development process in banking sector for the Turkish banking sector. In-depth interview technique was used. Four dimensions (finance, technology, customer and personnel, and physical conditions) were determined for measuring the efficiency of this process, and 12 criteria were determined for these dimensions. Questions were prepared by considering the literature and these dimensions and criteria. The 26 questions were asked to 12 different personnel working in Turkish banks. Those employees in the private and foreign banks did not indicate any negativity regarding the new product and service development process, but did report deficiencies in terms of personnel and physical conditions in relation to the new product and service development process.