Because failure and breakdown are part of social life, the operations of every organization are punctuated by customers’ dissatisfaction, annoyance and discontent. Consequently, managers are often confronted with deterioration or break-down of their business relationships. Therefore it becomes increasingly important to not only understand how to acquire and maintain ongoing relationships but also how to prevent them from dissolution. The main objective of this paper is to analyze the impact of relationship maintenance motivations on customers' responses to dissatisfaction. A PLS causal model is presented and empirically tested in an industrial context. The results suggest that constraint-based and dedication-based motivations for maintaining a relationship have different impacts on customers' reactions to dissatisfaction.