Managing heterogeneity
Heterogeneity is mean Fundamental characteristic of services which results in variation from one service to another, or variation in the same service from day-to-day or from customer-to-customer. Such as All Big Macs at McDonald's, such as the one shown here, are almost identical. However, the same is not true of the service rendered by the same counter staff consecutively to two customers. Heterogeneity makes it hard for a firm to standardize the quality of its services. So if u wanna managing heterogeneity there are a few thing that the service marketer can manage on the web in order to overcome problem by service heterogeneity
The first one
1.Service standardization on the web site