Two Successful Service Firms,American Express and Ritz-Carlton,have Developed Written Service

Two successful service firms,American Express and Ritz-Carlton,have developed written service quality goals.This step was taken in an attempt to deal with any gap between ________.

A) consumer expectations and management perceptions
B) management perceptions and quality standards set by the firm
C) service quality standards and consumer expectations
D) service quality standards and consumer perceptions
E) expected services and needed services