Is dissolution the solution? A customer relationship reactivation model
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abstract
Dissolution and reactivation of relationships represent the main focus of
this research. Dissolution provides the context while reactivation is the
explored highly complex and multifactorial phenomenon. The purpose of
this study is to identify and explore the factors that lead a lost customer to
accept the reactivation of the relationship. The achievement of this
purpose gives a contribution not only to the scientific community but also
to the economic actors that engage the option of recovering lost
customers, who express an intention to abandon.
