Question

Two firms can be in the same business, but approach service delivery from a different perspective. Heterogeneous services are those with similarities, but significant differences, homogeneous services try to provide each customer the same product. For example:

Type of service	Heterogeneous	Homogeneous
Haircut	Tavani Salon & Spa	Coachlite Cutters
Burger	Amway Grand	McDonalds
Home	Custom designed	Manufactured housing

Pick one of the services.   Identify the similarities and differences between the two services,

Are the input, processes, and outputs the same or different for the heterogeneous or homogeneous service?

Is their inventory the same or different? What shape does it take throughout the process?

Do, or should, the firms stay focused as either heterogeneous or homogeneous?

Are the skills required by service personnel the same in both cases?

Answer 1

the argument for homogeneous and heterogeneous services can only be understood if we know the basic difference between them. homogeneous is where we provide the same thing throughout the whole process, if we consider it in service world then we provide the same service again and again to everyone as the best example is there McDonald which offers same specific orders to every customer. whereas the heterogeneous is quite different from it, here diverse nature play an important role as they provide the section of product line but have different in ways .we can understand this approach by an example of subway, as they customize the product according to the customers and also they belong to the same food section of business, yet difference is generated which create a heterogeneous approach.

I pick the heterogeneous approaching, now the input, process, and output are quite different in both the approach as we can understand this by an example of McDonald and subway. they both take an order as in the heterogeneous way the customer has the freedom to choose according to its taste which happens in the subway and according to that the process to change because they don't have pre-integrated steps and output to get more customized according to the customers. whereas in homogeneous approach as done in McDonald, we have a pre-specific step and choice is limited which make customer bounded to it.

now as the process, input and output change the inventory is somewhat same because as they both belong to the same sector like here they both are fast food chain then the inventory type and storage procedure is quite same.both service shape in the same process for inventory because they both have some specific materials common and the requirement of that common product is equal in both the approach.

the firm, when do a business in a turbulence market where we never know what can be happened in coming days so in that case focusing on the single approach to service is not well. a firm need to know when which approach can be used as the time can be predicted so a firm need to have a clear picture of both the services and have a knowledge when which is required. now as they need knowledge the skill is required in both the case , as homogeneous is quite an easy process because they follow same procedure for everyone and if anything get wrong they follow pre-defined steps as it is "one neck to wring" whereas in heterogeneous they need more skilled person because they cant predict and cant have any pre-defined stuff which can solve the problems.