近年來隨著消費者行為與商業環境的快速變遷，油然產生了消費者價值的創新服務，因而企業也開始追求創新性服務所帶來的競爭優勢與利潤，在此競爭態勢中又以金融產業最為劇烈。因此，本研究將以金融產業為研究對象，探討其在新服務的發展過程中所需要具備的能力，進而以提升企業的競爭能力與整體績效為標的。此外，亦檢測服務延伸與行銷支持兩構面對於新服務績效上的干擾效果。研究方法採質性與量化研究，以確認各個構面的準確性與其之間的關聯性。資料分析以結構方程模型來檢驗新服務的能力至競爭力及績效之影響，接著再以階層迴歸進一步檢驗服務延伸與行銷支持所產生的干擾效果。分析結果發現，企業新服務發展能力和競爭力皆能有效地提高企業之新服務績效；而且，多元的通路管道對於提升企業績效上也具有正面的干擾效果。最後，本篇研究建議企業應致力於探索自身在新服務發展上之競爭優勢與能力，進而達成提升整體績效的表現。

Within the dynamic business environment, there is awareness regarding the topic of new service development (NSD), and it has taken a role reflecting a contribution to competitive advantages for organizations, especially those involved in the financial industry. The purpose of this study is to investigate what competences can enhance competitiveness during the process of an NSD program, in turn, increasing a firm‘s overall profitability and growth opportunities. In addition, service augmentation and marketing support will be examined for their moderating effects as well. Qualitative and quantitative research is adopted to examine the practical operations of new service development, and they are further combined with academic theories to discover credible findings. The Structural Equation Model (SEM) and hierarchical regression analysis are adopted for data analysis. The results show that the performance of new offerings can be improved via multi-competence and enhanced competitiveness. Additionally, this study demonstrates that the dimension of accessibility has a moderating effect on new service performance as well. Thus, the research suggests that self examination should be done prior to new service innovations; that is, an attempt to strengths and weaknesses should occur initially in order to realize higher achievements in an NSD program.

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