摘要：This study proposes to understand the reasons of the commercial ruptures, the way they occur, the emotions involved, and how consumers are willing to renew their relationships with the services providers. The conceptual background used to understand these processes was based on the Attribution Theory, which conception examines consumer reactions in service failures. The research design tested a proposed model by a field study involving 245 consumers. We used hierarchical multiple regressions and structural equation modeling in order to test our hypotheses. Our study also evidenced a new field to explore in the marketing literature related to customer retention based on the reversion of dissatisfaction feelings. They are the previous motives that lead consumers to break up or to re-establish their relationships with the service providers.
关键词：Dissolution of Commercial Relationship;Attribution Theory;Services Marketing;Dissolução de Relações Comerciais;Teoria da Atribuição;Marketing de Serviços
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