Explain the five gaps in the GAP model. What can managers do to reduce these gaps? 

EXHIBIT 16.1 GAP Model of Quality -Marketing Focus- Operations Focus Word-of-Mouth Communication GAP 1 GAP 3 GAP 2 GAP 5 Personal Needs Expected Quality Perceived Quality Day-to-Day Execution Manufacturing and Service- Delivery Process and Execution Translation of Management Perceptions into Specifications Management Perceptions of Customers' Wants, Needs, and Expectations Past Experiences External Communications to Customers GAP 4 Source: Adapted from A. Parasuraman, V. A., Zeithaml, and L. L., Berry, "A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49 (Fall 1985), pp. 41-50.