What are the questions that all customers ask themselves (consciously or subconsciously) before they commit to a purchase and how is the presented product/ service bundle likely to affect a customer’s purchasing decision?

In any organization, there are both internal and external customers. These are all part of the customer-supplier chain. For the customer/ end-user to receive quality products/ services it is necessary that all aspects of the customer–supply chain meet specific quality objectives. Who actually sets these quality standards and how are they set?