Solutions proposed to offset the challenges posed by heterogeneity could be considered
complete opposites of one another. On one hand, some service firms use the heterogeneous
nature of services to provide customized services. In this case, the service offering
is tailored to the individual needs of the consumer. The second possible solution is to
develop a service delivery system that standardizes the service offering—every consumer
receives essentially the same type and level of service. Each of these opposing strategies
encompasses a different set of advantages and disadvantages. A summary of issues pertaining
to heterogeneity is provided