Regional planning in the direction of designing a strategic marketing model for Iranian airlines with a value approach (a qualitative study)

The purpose of this research is to design a strategic marketing model with a value approach for Iranian airlines. The current research was conducted using the qualitative approach and grounded theory methodology of Corbin and Strauss (2015). The statistical population of the research included 10 people with opinions in the field of strategic marketing of Iranian airlines, who were selected by purposeful sampling. The data collection method was a semi-structured interview. Data analysis was done according to (Corbin and Strauss, 2015) using MAXQDA 2020 software in three stages of open, central and selective coding. Validity and reliability of data were evaluated by Lincoln and Goba method, reliability was calculated by intra-subject agreement method of two coders, research indicators were identified and screened by fuzzy Delphi method and validation of the paradigm model was done by using the confirmability method by the participants. The research model was extracted based on the identification of 1015 open codes, linking the codes to 215 concepts and 31 main categories (in 12 categories). The results of the research, in addition to providing a comprehensive and new model for strategic marketing for Iranian airlines with a value orientation approach, confirm that strategic marketing in providing value to the customer through drawing effective strategies helps airlines achieve a competitive advantage. And profitability helps.