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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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