事前行为对顾客抱怨的影响研究

With economic development, the world has entered the era of the service economy, service quality and customer relations are becoming the main way of creating competitive advantage. But the characteristics of the service itself is destined to the enterprise can not be \"zero defect\". service failure is inevitable, in order to reverse the service failure caused by customer churn, and the consequences of decline in corporate profits, service recovery has become an indispensable business strategic choice. In this paper, the concept of the prior behavior is proposed. Prior behavior happens before the service failure occurred that to reduce customer complaints. And through empirical research this paper explores the impact of prior behavior to customer complaint, so as to provide a theoretical basis for corporate practice.