Heterogeneity in service marketing
Each and every service is different in nature. Thats the simple meaning of heterogeneity. Imagine 2 restaurants.
Heterogeneity: a characteristic of services, describing how difficult it is to ensure consistency in a service product because of its 'live' production and the interaction between different customers and service providers.
It is very difficult to make each service experience identical. If travelling by plane the service quality may differ from the first time you travelled by that airline to the second, because the airhostess is more or less experienced.
See: Heterogeneity, Services Marketing, Inseparability, Intangibility, PerishabilityRate this term0 0
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As we discussed in the lesson on services, there are a series of fundamental characteristics such as intangibility, inseparability, heterogeneity and perishability which are unique to a service.
preindustrialized country Characteristics: 1) Low literacy rates and high perecentage of employment in agriculture; 2) low population density and low degree of urbanization; 3) linguistic heterogeneity and a small percentage of working age population; ...
intangibility and perishability) which distinguish a service; variability expresses the notion that a service may vary in standard or quality from one provider to the next or from occasion to the next. Also referred to as Heterogeneity.
See also: Consumer, Marketing, Service, Market, Customer