David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards,return policies,and special orders.David was shocked."Nobody ever asks about that stuff! If it were that important,people would ask about it." David is likely suffering from a:
A) knowledge gap.
B) standards gap.
C) retail policy gap.
D) delivery gap.
E) communications gap.

Question

Quizplus · Accepted Answer

David is experiencing a knowledge gap, which occurs when a business does not fully understand or is unaware of customer expectations and needs. In this case, David is unaware of the importance of services like gift cards, return policies, and special orders to his customers.

David's Marketing Research Returned the Finding That Customers Were Staying