Is dissolution the solution? A customer relationship reactivation model

Lopes, Luisa; Alves, Helena; Brito, Carlos

Publication

Is dissolution the solution? A customer relationship reactivation model

2025Journal article

datacite.subject.fos	Ciências Sociais
datacite.subject.sdg	04:Educação de Qualidade
datacite.subject.sdg	16:Paz, Justiça e Instituições Eficazes
dc.contributor.author	Lopes, Luisa
dc.contributor.author	Alves, Helena
dc.contributor.author	Brito, Carlos
dc.date.accessioned	2025-09-01T14:50:59Z
dc.date.available	2025-09-01T14:50:59Z
dc.date.issued	2025
dc.description.abstract	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.	eng
dc.identifier.citation	Lopes, L.; Alves, H.; Brito, C. (2025). Is dissolution the solution? A customer relationship reactivation model. Journal of Relationship Marketing. ISSN 1533-2667. 24:3, p. 1–41.
dc.identifier.doi	10.1080/15332667.2025.2536924
dc.identifier.issn	1533-2667
dc.identifier.uri	http://hdl.handle.net/10198/34737
dc.language.iso	eng
dc.peerreviewed	yes
dc.publisher	Taylor & Francis
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/
dc.subject	Relationship dissolution
dc.subject	Ending
dc.subject	Switch
dc.subject	Exit
dc.subject	Reactivation
dc.subject	Win-back
dc.subject	Customer relationship management
dc.subject	Service interactions
dc.title	Is dissolution the solution? A customer relationship reactivation model	por
dc.type	journal article
dspace.entity.type	Publication
oaire.citation.endPage	41
oaire.citation.issue	3
oaire.citation.startPage	1
oaire.citation.title	Journal of Relationship Marketing
oaire.citation.volume	24
oaire.version	http://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyName	Lopes
person.givenName	Luisa
person.identifier.ciencia-id	E41C-366E-BE9E
person.identifier.orcid	0000-0003-2039-0125
relation.isAuthorOfPublication	4410123f-7cc3-4a8d-a596-4a08d1d13b5b
relation.isAuthorOfPublication.latestForDiscovery	4410123f-7cc3-4a8d-a596-4a08d1d13b5b