1 Knowledge Gap 2 Standards Gap 3 Delivery Gop Communication Gaps Retailers can reduce this gap and develop a better understanding of customer expectations by undertaking customer research, increasing interactions between retail managers and customers, and improving communications between managers and employees. Retailers can reduce this gap by committing their firms to providing high-quality service, define the role of service providers, set service goals, and measure service performance Retailers can reduce this gap by giving customer service providers the necessary knowledge and skills, providing instrumental and emotional support, improving internal communications, reducing conflicts, and empowering employees to act in the customer's and firm's best interests Retailers can reduce this gap by making realistic commitments and managing customer expectations