Scenario: To compete in the growing market for ‘casual dining’ which brands such as Nando’s and Wagamama’s have benefitted from, Domino’s is considering moving away from a pizza delivery only operation to developing ‘full service’ restaurants. In order for Dominos to do this they need to understand the key elements of Service Marketing . Therefore In your report you should consider and include the following areas : 1. Explain the role of services in the UK economy and access the key factors that have driven growth in the ‘fast food’ sector. (10 marks) 2. Explain the GAPS model of service quality and provide examples of the key issues/gaps from this ‘model’ that Domino’s need to consider in opening/operating their restaurants. Lastly, how could the application of this ‘model’ lead to competitive advantage for Domino’s? (30 marks) 3. apply relevant CRM theory to help achieve a positive customer experience and customer retention for the restaurants. (30 marks) 4. As the company is moving from a product to more of a service based approach explain, using examples, how the services marketing mix (7 P’s) could be applied. (30 marks) Please use and apply relevant theory to provide a report of service marketing also include charts, diagrams, tables and appendices. The report should be concluded and have clear recommendations for Dominos .