Many firms are reluctant to invest in great service, largely because ________.
A. it takes time and patience before a return on the investment is noticeable
B. of the inseparability and perish ability of services
C. it is difficult to change employees' actions
D. a service's quality can only be as good as that of the provider himself or herself
E. consumers usually are not aware that they are receiving great service
Answer: A
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