Final answer:
The gap that can be bridged using better customer research and logistical benchmarking is Gap 1, which is between supplier and customer expectations. This process involves gathering information from customers to align service offerings with their expectations, potentially improving customer satisfaction and reducing buyer's regret.
Step-by-step explanation:
According to the Perceptual Process Model of Customer Service developed by Pisharodi and Langley in 1990, the gap that can be bridged by "using better customer RESEARCH and logistical benchmarking" is Gap 1: Gap between supplier and customer expectations. This gap is addressed by gathering information from customers and other stakeholders, which includes exploring their expectations and experiences. By conducting thorough customer research and comparing logistics performance through benchmarking, businesses can align their service offerings with customer expectations, thus bridging Gap 1.
Filling this gap is critical, as every purchase is based on a belief about the satisfaction a good or service will provide. If the information available to buyers or sellers is imperfect or unclear, it may result in buyer's regret or avoidance of future purchases. Effective research and benchmarking can close this knowledge gap, ensuring that customer service decisions are aligned with actual customer expectations.