Many Firms Are Reluctant to Invest in Great Service, Largely

Multiple Choice

Many firms are reluctant to invest in great service, largely because ________.

A) it is difficult to change employees' actions
B) consumers usually are not aware that they are receiving great service
C) a service's quality can only be as good as that of the provider himself or herself
D) it takes time and patience before a return on the investment is noticeable
E) of the inseparability and perish ability of services