When Peridot, a department store, centralized all its buying activities, the store and department managers were able to spend more time working with sales associates and talking with customers. As a result, the company was able to better understand the expectations of the customers. Which of the following gaps was reduced as a result of the centralization process?
A) Knowledge gap
B) Communication gap
C) Delivery gap
D) Standards gap
E) Research gap

Question

Quizplus · Accepted Answer

The knowledge gap reflects the difference between customers' expectations and the retailer's perception of those customer expectations. Retailers can reduce the knowledge gap and develop a better understanding of customer expectations by undertaking customer research, increasing interactions between retail managers and customers, and improving communication between managers and the employees who provide customer service.

When Peridot, a Department Store, Centralized All Its Buying Activities