According to the gap model of service quality, the gap between the service that

Question

According to the gap model of service quality, the gap between the service that customers receive and the service they want:

is the result of a lack of understanding or a misinterpretation of the customers' needs, wants, or desires.

is the result of management's ability to translate customers' needs into delivery systems within the firm.

can be positive or negative depending on the quality of service that was provided.

can be closed by including misleading advertising campaigns promising more than the firm can deliver.

is the result of a lack of understanding or a misinterpretation of the customers' needs, wants, or desires.

is the result of management's ability to translate customers' needs into delivery systems within the firm.

can be positive or negative depending on the quality of service that was provided.

can be closed by including misleading advertising campaigns promising more than the firm can deliver.

Explanation / Answer

Option A is correct. The gap between the service that customer receive and the service they want is the result of lack of understanding or misinterpretation of the customer’s need, wats and desires. Sometimes, the communication gap between the service provider and the customer results in misinterpretations. Customer expectations is derived by his personal needs as well past experience and word of mouth but these needs if not understood properly by the service provider will result in gap of service quality.

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