INTERVIEW:

Interviewer: Who bought the service?

Interviewee:

Interviewer: Identify all those who played a role in the decision process.
What role did they play?

Interviewee:

Interviewer: What motivated the purchase? What problems did the service
solve?

Interviewee:

Interviewer: Was it a first time decision? A review of a previous decision?

Interviewee:

Interviewer: What triggered the process?

Interviewee:

Interviewer: Was there an information search? How was the search conducted?
What sources were used?

Interviewee:

Interviewer: How many alternatives were evaluated? Why those?

Interviewee:

Interviewer: How was the final choice determined?

Interviewee:

Interviewer: How would you describe the consumption experience?

Interviewee:

Interviewer: What type of relationship do you have with the service? How long
has the relationship been going on? How has it evolved and changed over time?

Interviewee:

Interviewer: What kinds of things have gone wrong in the relationship?

Interviewee:

Interviewer: Are you satisfied or dissatisfied with the service?

Interviewee:

Interviewer: How does the service fit into your life? What role does it play?
What role does the brand play in all of this?

Interviewee: