حامد نجم الدين

The purpose of the present study is to examine the impact of the value co-creation dimensions within the DART framework on the performance of new service development in Iranian service-oriented firms. To achieve this objective, the DART conceptual model was quantitatively tested using Structural Equation Modeling (SEM). Data were collected through an online questionnaire distributed among product managers, designers, an‎d marketers working in Iranian knowledge-based companies, resulting in a total of 155 valid responses. The findings indicate that the dimensions of Dialogue, Risk Assessment, an‎d Transparency exert a positive an‎d significant influence on new service development performance, whereas the Access dimension, despite showing a positive effect, demonstrated a comparatively weaker statistical significance. These results suggest that active customer participation in two-way interactions, process transparency, an‎d involving customers in risk management can enhance the success of new service initiatives. Overall, the proposed model provides an extensible framework for better understan‎ding the role of value co-creation dimensions in improving new service development performance an‎d can serve as a foundation for decision-making by managers an‎d policymakers within the domain of knowledge-based firms.

هم‌آفريني , عملكرد توسعه سرويس جديد , نوآوري

co-creation , New service development performance , Innovation

Hamed Najmeddin

dr. Mohammad Mahdavi Mazdeh