In SERVQUAL, both customer expectations and perceptions are assessed and analyzed for gaps. Gap analysis is important because:

Question $8$ options:

the smaller the gap between expectations and perceptions, the more valid and reliable the SERVQUAL findings will be

the larger the gap between expectations and perceptions, the greater likelihood that marketing efforts will benefit the company

the greater the gap between expectations and perceptions, the greater the potential for increasing customer satisfaction

None of the above are correct interpretations of gap analysis