| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 97 === This research expects to reduce the consumer complaint behavior because of the consumers’ and salespersons’ adjustment role when consumers feel dissatisfaction. Consumer complaint means consumers feel dissatisfaction with goods or service quality. This research will aim at the consumer characteristic of buyer-seller relationship: trust and price consciousness, as well as salesperson characteristic: respect, responsiveness, friendly and expertise, and discusses its adjustment role in this research separately. According to the industry characteristic in our country and consumer habit, this research selects the service industry salesperson and consumer to conduct the pair research. This research uses the convenience sampling and anonymous answer way. The effective questionnaires are 535. This research discovered that consumers who have the willing to express the dissatisfaction directly to the entrepreneur will have better appraisals to the repurchase intention.
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