Service variability may be defined as the changes in the quality of the same service provided by different vendors.
The change varies because of the nature of the service, the person who provides the time of the year when it is provided and the method of delivery of the service.
For example: Taking the example of the telecom industry, the incoming calls rates in India varies from company to company, Airtel being expensive in comparison to Docomo whereas Airtel being more efficient in terms of network than Docomo in rural areas.
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