In SERVQUAL, both customer expectations and perceptions are assessed and analyzed for gaps. Gap analysis is important because Answers: 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 the 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 these are correct interpretations of gap analysis