Your firm has performed a service quality gap analysis and has identified a large gap between customer and company perceptions of what the customer wants. An appropriate managerial response to this type of gap would be: Identify what is causing the perception of poor service and then increase the level of quality of the current services provided to the customers. Continue providing excellent quality services but change the types of services offered to what the customers desire. Reassess the politeness, respect, consideration, and friendliness of the contact personnel and guide workers accordingly