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Winning hearts or backfiring? The double-edged sword effect of over-service on customer positive experience

Author

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  • Xie, Peng
  • Ma, Lu
  • Wei, Ye

Abstract

Drawing on Cognitive-Affective Processing System (CAPS) Theory and Signaling Theory, this study investigates the “double-edged sword†effect of over-service on customer positive experience. Specifically, we examine the parallel mediating roles of perceived relationship investment and psychological reactance, as well as the moderating role of service authenticity. Through two experimental studies and a field survey study, we provide empirical support for the proposed moderated dual-pathway mediation model. The results reveal that over-service simultaneously exerts opposing effects on customer positive experience: it enhances perceived relationship investment, which in turn fosters positive experience, while also eliciting psychological reactance, which in turn undermines positive experience. Furthermore, service authenticity moderates these dual pathways asymmetrically — strengthening the positive pathway by amplifying the effect of over-service on perceived relationship investment, while attenuating the negative pathway by mitigating the effect of over-service on psychological reactance.

Suggested Citation

  • Xie, Peng & Ma, Lu & Wei, Ye, 2026. "Winning hearts or backfiring? The double-edged sword effect of over-service on customer positive experience," Journal of Retailing and Consumer Services, Elsevier, vol. 92(C).
    • Handle: RePEc:eee:joreco:v:92:y:2026:i:c:s096969892600144x
    DOI: 10.1016/j.jretconser.2026.104863
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