Two Successful Service Firms,American Express and McDonald's,have Developed Written Service

Two successful service firms,American Express and McDonald's,have developed written service quality goals.This step was taken in an attempt to deal with any gap between .

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