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the paradigm shift in marketing customer loyalty is one of the major issues for relationship marketing increasingly competitive and interconnected markets it is essential for a company to retain its customers to customers especially in the service sector where it is particularly difficult to provide a flawless quality the reasons for defection are service failures. It is in this context that the regain management has developed of a qualitative exploratory study. The objective is to study the motivations of reacquired customers

recognition. This concept is still used more and more by the Management Sciences. This period is marked by development This research object is emerging in the field of Management Sciences. However it is the basis of currents situation. Because it s semantic complexity the concept is not easy to clearly define and use it. Miscellaneous management and the social responsibility. So the subject is really at the focal point of moral stakes. Facing experimentations fields. The recognition concept is approached under a polysemic and interdisciplinary