Designing a model for the quality dimensions of marketing management consulting services with classical grounded theory

Subject Areas : Commercial Management

YAGHOUB SALIMPOUR ¹ , Naser Azad ² , Abdollah Naami ³ , Leila Karimian ⁴

1 - Azad university- south Tehran Branch
2 - Azad university- south tehran branch
3 - Azad university- south tehran branch
4 - Azad university- south tehran branch

Received: 2023-06-25 Accepted : 2023-07-08 Published : 2023-05-22

Keywords: Marketing Management, quality dimensions, management consulting services,

Abstract :

Management consultants are considered as one of the most important suppliers of ideas, solutions and new management methods, and among them, the role of marketing management consultants is very important. This research seeks to discover the dimensions of the quality of marketing management consulting services and present them in the form of a model by using Glaser's emerging approach of grounded theory. The approach of this research is qualitative and the community of participants includes marketing management consultants active in the country. The data required in this study were collected through in-depth interviews with 12 marketing management consultants who were selected using snowball sampling method and the selection of these participants continued until reaching the theoretical saturation stage. The data collected using semi-structured interviews were coded in three stages using MAXQDA2020 software. After analyzing the resulting data, which led to the identification of 436 primary codes and 69 concepts, the model of the quality dimensions of these services was obtained, which was validated using data consensus techniques, researchers' consensus, method consensus, member control, and acceptability index. Based on this model, the dimensions of the quality of marketing management consulting services include 11 dimensions, which in order to better understand the model, these dimensions are categorized into 4 groups: input quality dimensions, service quality dimensions, output quality dimensions, and outcome quality dimensions.