A radio advertisement announced that Dan's Ice Cream would be open until 10:00 p.m. on Friday evenings. Norm reached the store by 9:45 p.m. to buy an ice cream cone. The store was locked and a sign on the door said that the store closes at 9:00 p.m. This scenario is an example of a
A) communications gap.
B) market gap.
C) delivery gap.
D) knowledge gap.
E) research gap.

Question

Quizplus · Accepted Answer

The communication gap is the difference between the actual service provided to customers and the service that the retailer's promotion program promises. Overstating the service offered raises customer expectations. Then, if the retailer fails to follow through by improving actual customer service, expectations exceed perceived service, and customers are dissatisfied.

A Radio Advertisement Announced That Dan's Ice Cream Would Be