Martha had several unpleasant experiences trying to find the merchandise she needed at a large lumber yard and hardware store.The employees-when she could find them-rarely seemed to know where anything was outside of their own departments.But on her most recent visit,she was pleasantly surprised to find that the store had installed kiosks where she could get directions quickly and accurately.The store had found a technological solution to the services marketing issue of
A) intangibility.
B) part-time employees.
C) perishability.
D) inseparability.
E) heterogeneity.

Question

Quizplus · Accepted Answer

The correct answer is E) heterogeneity. Heterogeneity in services marketing refers to the variability in the quality of services provided. By installing kiosks for directions, the store addressed the issue of inconsistent service quality (heterogeneity) by ensuring all customers could receive accurate and consistent information, regardless of which employee they interacted with.

Martha Had Several Unpleasant Experiences Trying to Find the Merchandise