Briefly describe the gaps model and explain the significance of the five gaps that the model identifies.

The Gaps Model of Service Quality is a widely recognized framework in Customer Value Management that helps businesses identify and bridge gaps between customer expectations and their actual experiences. Developed by Parasuraman, Zeithaml, and Berry, this model emphasizes five key gaps that impact service quality and customer satisfaction. Addressing these gaps enables businesses to enhance customer value, improve service delivery, and build long-term relationships.

Five Gaps in the Gaps Model

1. Knowledge Gap (Gap 1)
   The knowledge gap arises when there is a difference between what customers expect from a service and what a company perceives as customer expectations. This occurs due to a lack of market research, inadequate customer feedback mechanisms, or misinterpretation of customer needs. When businesses fail to understand their customers’ true preferences, they risk _____ ________ _______ ____ ______.
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