Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218488 
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Year of Publication: 
2012
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 43 [Issue:] 3 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 2012 [Pages:] 1-12
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract: 
Owing to the human nature of service delivery service failures occasionally occur. Persistently poor service delivery will, however, have a harmful impact on the survival and growth prospects of service firms. Service failure thus calls for remedial action, better known as service recovery. A variety of remedies have been proposed over the years. These remedies or tactics include fixing the problem, apologising, compensation (financial compensation or other forms of redress), a timely response and offering an explanation. A general theme in the service recovery literature is that ‘more is better'. The validity of this contention has, however, not been adequately considered. In other words, in a service recovery context, is more always better? Can service recovery be over-done (known as ‘over-benefitting')? If so, what are the consequences? Based on the results of two field-type experimental studies involving a sample of 12 800 respondents the conclusion is that over-benefitting can be counter-productive. Over-benefitting consistently produced satisfaction scores lower than service recovery that was more moderate in nature.
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