Problems with services Market transparency Consumers have difficulty in evaluating services because customers may use(or require )the same service in different way. n Service heterogeneity Services vary in their content and quality of delivery as customer requirements change Cultural sensitivity Services are delivered direct/ to the customer, making them potentially more culturally sensitive than products Copyright 2001 by Harcourt, Inc. All rights reservedCopyright © 2001 by Harcourt, Inc. All rights reserved. 17-10 Problems with Services Market transparency • Consumers have difficulty in evaluating services because customers may use (or require )the same service in different way. Service heterogeneity • Services vary in their content and quality of delivery as customer requirements change. Cultural sensitivity • Services are delivered directly to the customer, making them potentially more culturally sensitive than products