Taking the individual self-concept into the study of customer complaints,the paper constructs an integrative conceptual model to explain customers’ perception of service failure and complaining motivations.The controlled experiments of scenario simulation were implemented to collect data from the tourist industry of China.Results indicate that service delivery system failures,failure of response to customer needs have significant influence on public self-threat,and the three types of service failures all have significant influence on private self-threat.The direct effects of self-threats on customer complaining motivations are also verified.Moreover,self-monitoring has a negative regulating effect on the value compensation motivation,but a positive regulating effect on the empathy and self-expression motivation.Implications are also discussed,which is of great significance for enterprises to adopt proper complaint management strategies to rescue customer loyalty.