According to the gap model of service quality, the gap between the service that customers receive and the service they want: Group of answer choices can be positive or negative depending on the quality of service that was provided. is the result of management's ability to translate customers' needs into delivery systems within the firm. is the result of a lack of understanding or a misinterpretation of the customers' needs, wants, or desires. can be closed by including misleading advertising campaigns promising more than the firm can deliver.