Reactivation of relationships with customers in the case of telecommunications: A qualitative study
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abstract
Overall there has been a scarce focus on why customers come back after the relationship ended
when customer regain and win-back are an important part of a customer relationship
management strategy. Determinants of customer relationship reactivation are addressed based
on ending literature and equity theory. A case study, of a telecommunications company
delivering a mix of goods and services, is described and includes a total of 40 interviews in the
marketing and customer service departments and with customers. Telecommunications explore
reactivation possibilities mostly on the relationship’s rupture phase and with a retention focus.
The most relevant reactivation determinants are considered to be customer characteristics (as
age, involvement, and variety seeking), cognitive factors (as offer’s value, procedures, and
satisfaction), reasons to switch and alternatives. The contribution of this empirical study is to
advance knowledge about antecedents
