Richard generally frequented Brewz, a coffeehouse chain, when he was in Florida. However, when his company shifted him to China, he found that the Brewz in Shanghai does not offer the same quality service as their coffee houses in Florida. Which of the following best explains this differential perception in service quality?
a. Companies cannot easily standardize services.
b. Buyers often play important roles in the creation and distribution of services.
c. Services are perishable and intangible.
d. Providers cannot make inventories of their services.
Answer: a. Companies cannot easily standardize services.