“…This may include selling inappropriate services, promoting excessive consumption among consumers, misrepresenting services and experiences, exploiting human labour in the supply chain or the generation of fake reviews to improve internal and external perceptions (cf. Andrews, 2009;Belias et al, 2019;King et al, 2006;Litzky, Eddleston, & Kidder, 2006;Paraskevas & Brookes, 2018a). Revenue management practices such as overbooking, coupled with inappropriate service failure recovery strategies, are also likely to breed resentment in customers and may cause brand reputational damage (Pizam, 2017).…”