When companies purchase technology from Conversica to reduce the variability of the human component of their service offerings, they are dealing with which fundamental difference of services marketing?

Services are businesses that are rendered through the efforts of humans. For Conversica to reduce the variability of the human component of their service offerings, they are dealing with;

When people receive services from some businesses, they expect that they will always receive the same standard of care.

When people receive different standards of care, they can be turned off and seek better services from other businesses.

There should be no heterogeneity or variability in the standards of care. This is what Conversica is trying to avoid.

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Companies purchase technology to reduce the variability of the human component of their service offerings.  When they do this, they are dealing with the fundamental difference of  heterogeneity of services marketing.

Explanation:

Service offerings are never the same.  However, the presence of technology reduces this variability (heterogeneity) caused by the human component.  The other fundamental differences between goods and service offerings are intangibility, inseparability, and perishability.

a.   is the correct choice.

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