Purpose: The purpose of this study is to identify and explore the factors that lead a lost customer to accept the reactivation of the relationship in business-to-consumer services. With few exceptions, most studies have examined dissolution and reactivation processes in isolation. This study relates to both processes.
Design/methodology/approach: The empirical study was carried out in a large Portuguese telecommunication company. Firstly, interviews were conducted with 20 key informants and with 20 customers. Secondly, in order to test the research hypotheses, 830 customers were surveyed, including customers from various business units.
Findings: Empirically, it was suggested that the acceptance of a reactivation proposal in contractual relationships is associated with customer characteristics (inertia, involvement andage), previous relationship characteristics (quality and globalsatisfaction), customer’s initial willingness to stay, cognitive(specific satisfaction, justice perceptions) and emotional factors(negative emotions) and barriers to reactivation.
Research Limitations: The data were obtained from only one industry in one country.
Practical implications: The results suggest that firms need to monitor the specific satisfaction (with dissolution and reactivation activities), improve skills in dealing with emotions, ensure fairness in treatment, proposals and procedures, and consider the characteristics of the customer and the past experience with the provider.
Originality/value: This study is one of the few that integrates cognitive and emotional factors, in addition to customer and former relationship characteristics, to discuss successful reactivation strategies.
