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 experiences 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 of the service quality due to it being provided by different individuals with different skills and approaches. In this case, Alexis had two different experiences with golf instructors indicating heterogeneity in the service. The other options - intangibility, simultaneous production and consumption, perishability, and divisibility - do not fit the scenario as they refer to other aspects of services such as their nature, timing, and distribution.

The First Time Alexis Went to Take Golf Lessons,she Had