4. Needs More Research Because… The rate at which firms overbook and the diversity of firms using overbooking is on the increase It would be useful to know more about why people volunteer, how to increase customer advocacy and further, develop customer citizenship. Compensation for volunteering to relinquish the right to a service as needs to be seen as a good deal A no-show transaction is highly profitable as does not generate hence taking an overly conservative approach to overbooking can generate opportunity cost. Even if the compensation seems costly it is likely that the benefits of overbooking will exceed the costs of compensating those denied service, as long as the right approach is developed and honest and trusting relationships are maintained with valuable consumer advocates.