Question 2: Customer buying process and services (40 points)

a) Describe the model(s) of the customer buying process. (10 points)

b) Explain the underlying idea of the gaps model of service quality. Briefly name the gaps and explain each gap. (10 points)

c) Give a systematic overview (e.g. using a table) where services are relevant during the customer decision process by indicating what type of gaps may incur in each step of the decision process. What actions need to be taken to close the gaps? Explain and/or give examples. (20 points)