How are Sales and Operations Plans and Master Schedules different for pure service operations as opposed to manufacturing? What is (are) the major causes of the differences

Suppose that a master scheduler consistently finds that there is inadequate capacity to produce the product the facility needs in order to satisfy customer demand. What actions should they take and why?

How are Sales and Operations Plans and Master Schedules different for pure service operations as opposed to manufacturing? What is (are) the major causes of the differences