Whether it's seeking variety, declining customer loyalty, or dissatisfaction with service fulfillment, the reasons for customer churn can originate from various sources. But what influences specifically lead to customer attrition? How can a company counteract these causes or nip them in the bud? This focus will examine aspects such as definitions, prerequisites from both customer and company perspectives, the individual phases of the recovery process, and the goals of recovery in more detail. A unique feature of this work is that it not only contrasts various authors but also centers on the developments and findings in the literature since 1994. Emphasis is placed on the development of empirical and conceptual literature, with the research including not only specific foundational literature but also all issues of specialized journals. Despite the continuous increase in the volume of literature in recent years, significant shortcomings and deficits can be found in both empirical research and conceptualization, which will also be addressed as a result of these discussions.