Is defined as the variability of inputs and outputs of services, which makes services less standardized and uniform than goods.

The heterogeneity is the inconsistency of the inputs and outputs of services in which causes services to be likely to be less standardized and less uniform than goods. In addition, 1. reliability is the capability to perform a service reliably, precisely and steadily. 2. The responsiveness is the capability to offer prompt service 3. assurance is the information and politeness of employees and their capability to convey trust 4. The empathy is caring, adapted attention to customers 5. The tangibles are the physical indication of a service, containing the physical amenities, tools and equipment used to be responsible for the service. 

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They can use the north star to estimate their location in the ocean.