| Chinese financial market has been fully opened according to China's accession to the WTO's commitment, since China announced to open the RMB business to foreign banks on December 11 of 2006. After then, foreign banks bring new products and product innovation, accelerating the fierce competition in Chinese banking. Thus, Service product innovation become growingly concerned by commercial banks. By the way, Mass Customization service development is the only approach, a magic weapon for service product innovation. At present, the banks' internal organizational effects play an important role in MC service development. However, the systematic study of organizational effects for banks' MC service development is rarely seen.This study puts emphasis on the analysis of positive roles that organizational structure, business processes, organizational resources and organizational culture act on banks' MC service development, on the basis of a reasonable definition of organizational effects. Also, a hypothetical model has been built in this study. Then, through the correlation and regression analysis, it examines the extent and mechanism of organizational effects' impacts on overall and three dimensional performances of MC service development.Through the analysis above, this study has built an effectively influenced system that organizational effects influence banks' MC service development, and concludes the influenced extent and mechamsm, specified as follows:First of all, organizational structure has a significantly positive impact on product innovation & quality dimension of MC service development performance, using cross-functional teams, product center and new product development committee.Second, business processes have a significantly positive impact on the overall performance of MC service development, and the dimensions of time & cost and service delivery, using formal processes, functions and standard process.Third, organizational resources have a significantly positive impact on the overall performance of MC service development, and the dimensions of product innovation & quality, time & cost and service delivery, through the effective use and integration of personnel and technology.Fourth, organizational culture has a significantly positive impact on the overall performance of MC service development, and the dimensions of product innovation & quality, time & cost and service delivery, through innovative atmosphere, effective communication and the encouragement of empowerment and conflict.Fifth, four organizational effects are significantly correlated, and organizational structure indirectly impacts on MC service development through this correlation.Finally, in case studies, this study analyzes MC service development project 'network banking' of branch 'A' in bank 'C'. Through in-depth analysis of organizational innovation in the project 'network banking', we provide strong evidences for our results of empirical study.The organizational effects model provides an important lessons for our commercial banks to improve the performance of MC service development in the use of organizational effects. And scientific and practical indications of management have been stated in this staudy. |
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