随着服务经济的不断发展,关于服务营销的研究也随之备受关注。顾客抱怨作为消费行为研究中的一个重要课题,已成为营销研究的热点。文化是影响顾客抱怨的重要因素,顾客抱怨行为方式受其所处文化中的价值取向影响。中国传统文化背景下,顾客受命、缘、面和集体主义等价值观的影响,当发生消费者不满时,不愿直接向企业提出抱怨而更多选择进行大量的负面口碑传播。分析中国传统文化对顾客抱怨行为的影响,审视其文化成因,进而采取相应的措施,建立顾客抱怨管理机制,进行企业顾客抱怨创新管理,有利于提高顾客满意度和忠诚度。 With the continuous development of the service economy, research on service marketing has also received much attention. As an important topic in consumer behavior research, customer complaints have become a hot topic in marketing research. Culture is an important factor influencing customer complaints. Customers complain about behavioral behavior influenced by the value orientation of their culture. In the context of traditional Chinese culture, customers are affected by the values ​​of life, fate, face, and collectivism. When there is consumer dissatisfaction, they are reluctant to complain directly to the company and choose to carry out a large number of negative word-of-mouth communications. Analyze the impact of traditional Chinese culture on customer complaints behavior, examine its cultural causes, and then take appropriate measures to establish customer complaints management mechanism, conduct customer complaints about innovation management, which will help improve customer satisfaction and loyalty.