Analyzing the concept of quality in marketing management consulting projects
Subject Areas : Jounal of Marketing Managementyaghoub salimpour 1 , Naser Azad 2 , عبداله نعامی 3 , leila karimian 4
1 - PhD student in Business management, South Tehran Branch, Islamic Azad University Tehran, Iran
2 - Assistant professor, Department of Business management, South Tehran Branch, Islamic Azad University Tehran, Iran
3 - Assistant professor, Department of Business management, South Tehran Branch, Islamic Azad University Tehran, Iran
4 - Assistant professor, Department of Business management, South Tehran Branch, Islamic Azad University Tehran, Iran
Keywords: Consulting services, marketing management consulting, quality dimensions,
Abstract :
One of the most important questions in marketing management consulting projects is what dimensions the quality of these services has and how it is measured, because basically quality is a vital factor in the success of any marketing management consulting project. This study was conducted with the aim of designing a model of the quality dimensions of marketing management consulting services using a mixed strategy, in which in the first stage, using Glaser's emergent approach of data-based theory, while identifying 436 initial codes and 69 concepts and verifying them using the Delphi method, the quality dimensions of these services were finally categorized into 11 dimensions and 39 indicators. In the quantitative research stage, first, using structural-interpretive modeling, the leveling and determination of the relationships between the identified components were attempted, and then using the structural equation model, the final model was obtained. The final model indicates that the quality dimensions of marketing management consulting services are categorized into 4 groups of quality dimensions of inputs, during the process, outputs, and results.
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