That's the simple meaning of heterogeneity in service marketing. Example – A doctor who pays attention to you today will lose your service if
Fundamental characteristic of services which results in variation from one service to another, or variation in the same service from day-to-day or from customer-to-customer. Heterogeneity makes it hard for a firm to standardize the quality of its services. Opposite of homogeneity.
Services have five characteristics - perishability, lack of ownership, intangibility, inseparability and variability/heterogeneity. For example when you buy an aeroplane ticket to fly to the USA, you are buying a service which
Heterogeneity: Services delivered vary in quality, time consumed in delivery and example a 200 room hotel that only sells about 160 rooms for particular night.
For example, in the case of two fast food chains serving a similar product . Despite the heterogeneity of service quality, It is the quality of the service that will
Intangibility is assigned to the service offering, heterogeneity and inseparability to customer resources, and perishability to the facilities of the provider.
For example, services cannot be patented and thus create problems for new product Heterogeneity reflects the potential for high variability in the output of
Heterogeneous products are products with attributes that are significantly different from each other, which makes it difficult to substitute one product for another. An example of a heterogeneous product is a computer. You really can't substitute a PC for a Mac, because each computer platform is too different.
Service businesses have unique aspects that create both opportunities and challenges So if I were to explain this with an example where I'm going to ask you,.
Service characteristics - Intangibility, Perishability, Heterogeneity, Ownership. Marketing 91