عنوان مقاله [English]
Increasing competition in the current era and facing diverse and changing needs and demands of customers and the possibility of change and innovation in the products offered by companies in the service sector, which is due to the flexible nature of these products, make innovation and providing new services very important. It has made it important and necessary. New services can be considered as the core of competitive advantages of companies. Adapting to a turbulent environment requires a constant stream of new product development and delivery. Services are an indispensable part of every economy, and all successful economies, including industrial and commercial economies, owe a high share of their national gross product to the service sector. The increasing growth of this field and the consequent development of competition between companies are among the factors that highlight the importance of developing new services. The truth is that without paying attention to improving services and providing new services, organizations can never experience a sustainable and favorable growth for a long time. Due to many changes (such as the development of markets, globalization, changes in the rules of competition in industries and technological advances) that have affected the service industry, companies have both the opportunity and the need to use their skills and resources in a creative way to use There are potential and unprecedented advantages of this field. The development of new services is a set of activities that lead to partial or total changes and modifications in providing services to different parts of the market. Due to rapid changes in the state of technology and customer preferences, organizations cannot always rely on their existing services. Based on this, in the current research, the impact of competitive strategies, organizational learning and business on the development of new services has been investigated. The current research is an applied research in terms of its purpose, and a descriptive (non-experimental) research in terms of the nature or method of data collection, from the branch of field studies. The data collection tool is a researcher-made questionnaire using the indicators obtained from the research background. The content validity of the questionnaire was confirmed by the opinion of experts and professors, and the reliability of the questionnaire was confirmed through Cronbach's alpha coefficient, which was more than 0/899. The statistical population of this research is the managers of chain stores in Tehran province, including 699 stores from the chain stores of Ofogh Koresh, Shahrvand, Refah, Etka, Shahrdari fruit and vegetable fields, Hyper Star, Najm Middle East, Hyper Sun, Hyper May, Iran Mall., Shahr Farash, and the number of samples was selected using the available cluster random sampling method and using Cochran's formula, 248 chain stores. Data analysis was done using the structural equation modeling approach. The findings of this research show that competitive strategies, organizational learning and business have an effect on the development of new services in chain stores in Tehran province Therefore, it is suggested: senior managers who have the competence to build culture, be the pioneers of an internal revolution and a new dynamic, the alignment of individual goals and strategic goals will facilitate the strategy implementation process, and the adoption of a suitable strategy requires change whether we like it or not. that directing and managing this change requires an adequate understanding of human resources.