Designing an interpretative-structural model of quality dimensions of marketing management consulting services
Subject Areas : marketing
YAGHOOB SALIMPOUR
1
(Azad university- south Tehran Branch)
naser azad
2
(Islamic Azad university- South tehran branch)
ABDOLLAH NAAMI
3
(Islamic Azad university- south tehran branch)
leila karimian
4
(Islamic Azad university- south tehran branch)
Keywords: quality dimensions, consultation services, marketing management, Interpretive-structural model,
Abstract :
The purpose of this research is to design a model to determine the dimensions of the quality of marketing management consulting services. In this study, using Glazer's emergent theory approach, semi-structured in-depth interviews were conducted with 12 marketing management consultants, who were selected using the purposeful sampling method and snowball method. interviews have been carried out and continued until the theoretical saturation stage. The data collected using semi-structured interviews were coded in three steps using MAXGDA software. After analyzing the resulting data, which led to the identification of 436 primary codes and 69 concepts, the dimensions of the quality of these services were determined in 11 dimensions. In the next step, by using structural-interpretive modeling, it was done to identify and analyze the relationships between the identified variables, and finally, these dimensions were divided into 4 groups: input quality dimensions, service quality dimensions, output quality dimensions, and results quality dimensions. The consequences are categorized.