According to the gap model of service quality, the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from:

a. the inability of management and employees to do what should be done.
b. a lack of understanding or a misrepresentation of the customers' needs, wants, or desires.
c. the inability of management to translate customers' needs into delivery systems within the firm.
d. misleading or deceptive advertising campaigns that promise more than what the firm can deliver.