According to the gap model of service quality, which of the following is true of gap 1?

a. It results from a lack of understanding or a misrepresentation of customers' needs, wants, or desires.
b. It results from management's inability to translate customers' needs into delivery systems within the firm.
c. It can result in misleading or deceptive advertising campaigns promising more than the firm can deliver.
d. It can be corrected by training employees so that they know what management expects and encouraging teamwork.

ANSWER: a

Gap 1 is the gap between what customers want and what management thinks customers want. It results from a lack of understanding or a misrepresentation of customers' needs, wants, or desires.