Review the Gap Model of Service Quality (Exhibit 9.6).  Consider each of the five gaps where customer expectations might not be met.  Select a firm of your choice and for each potential gap list specific actions that firm could take to improve the likelihood that customer expectations will be met on a regular basis.

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Word-of-mouth Personal needs Past experience communications Expected service GAP 5 Perceived service CONSUMER MARKETER Service delivery (including pre- and post-contacts)| GAP 4 External communications to consumers GAP 1 GAP 3 Translation of perceptions into service-quality specifications GAP 2 Management perceptions of consumer expectations