In the gap model of service quality, gap 1 is the result of:
a. employees not having the skills and the proper tools to perform their jobs.
b. a lack of understanding or a misinterpretation of the customers' needs, wants, or desires.
c. management's inability to translate customers' needs into delivery systems within the firm.
d. the inability of management and employees to do what should be done.
Answer: b. a lack of understanding or a misinterpretation of the customers' needs, wants, or desires.