Study on Consumer Complaint of Service Failure - Base on the Analysis of Critical Incident Technique

Consumer complaints caused by service failures are inevitable in service industry. This paper is the first to categorize and analyze different kinds of service failure which make consumer complain directly to the service providers in service industry using Critical Incident Technique (CIT). The following conclusions were drawn from the findings of this study: (1) Service failures of customer's complaint could be divided into three main groups: failure of service delivery system, failure of employees' attitude/responsibility and failure of employees' response and professional. (2) Employees' bad service attitude (28.5%) is the number one reason that makes consumers voices their complaint actively to the service provider. Managerial implication was discussed based on the research.