Customer engagement (CE) is an essential evolving theory to capture today's well-
connected and empowered customers. CE acknowledges that customers can both create
and destroy firm value through a variety of behaviors without even making any purchases,
eg, by word of mouth. Specifically, this setting also applies to lost customers. Therefore, the
authors introduce CE valuation to reacquisition management, aiming to answer the research
question: what is the true value of a lost customer, beyond purchases? Employing a …