The first time Alexis went to take golf lessons,she had a golf pro who was very patient with her and who was able to pinpoint what she was doing wrong without making her feel uncoordinated.Her second golf lesson was not nearly as helpful.The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing.He was unable to verbalize his instructions.Alexis's experience with the two golf instructors illustrates the _____ of service.
A) Intangibility
B) Heterogeneity
C) Simultaneous production and consumption
D) Perishability
E) Divisibility

Question

Quizplus · Accepted Answer

The heterogeneity of service refers to the variability in service quality that may arise due to differences in the performance of service providers, such as the inconsistency in the quality of golf instruction between the two instructors in Alexis's case. The other options do not apply in this context. Intangibility refers to the inability to see, touch, or taste services before they are consumed. Simultaneous production and consumption suggest that services are created and consumed in real-time, which is not necessarily applicable to golf instruction. Perishability refers to the fact that services cannot be stored, and their value may decrease over time. Divisibility refers to the ability to break up services into smaller units to better meet customer needs, which is not relevant in this scenario.

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