Michelle and Christie Own a Store Specializing in Vintage Clothing

Michelle and Christie own a store specializing in vintage clothing from the 1960s and 1970s.They are interested in learning their consumers' perceptions of service quality.A friend suggested they use the ,which identifies five dimensions of service quality,to gauge how their customers feel about the service quality offered by the store and its employees.

A) gap analysis between management's perceptions and quality standards set by the firm
B) SERVQUAL scale
C) gap analysis between consumers' expectations and management's perceptions
D) gap analysis between established quality standards and service delivery
E) critical incident technique