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      Question

      Using a _______________ is often a great way to further

      develop a ______________ between consumer service expectations and actual experience.
      A customer contact audit; gap analysis Correct Answer Incorrect Answer
      B gap analysis; customer contact audit Correct Answer Incorrect Answer
      C goods-service continuum; gap analysis Correct Answer Incorrect Answer
      D customer contact audit; goods-service continuum Correct Answer Incorrect Answer
      E None of these Correct Answer Incorrect Answer

      Solution

      To better understand the service purchasing process, service firms can develop a customer contact audit —a flow chart of the points of interaction between consumer and service provider. Further, adding a gap analysis where there are discrepancies is an excellent way to improve service delivery.

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