Gap 1: between consumer expectation

Gap 1: between consumer expectation and management perception[edit]
This gap arises when the management does not correctly perceive what the customers want. For instance, hospital administrators may think patients want better food, but patients may be more concerned with the responsiveness of the nurse. Key factors leading to this gap are:

Insufficient marketing research
Poorly interpreted information about the audience's expectations
Research not focused on demand quality
Too many layers between the front line personnel and the top level management