THE EFFECT OF SERVICE QUALITY AND EXPECTATIONS ON CUSTOMER COMPLAINTS*
研究了服务质量与顾客期望如何影响投诉数量，利用美国航空业数据发现实际质量越高投诉越少，而控制实际质量后期望越高投诉越多。
Customer complaints measure consumers' dissatisfaction with the quality of a product or service. If product quality is unobservable ex ante , customer complaints may be driven by expectations as well as by the actually experienced quality level. I test whether the level of quality that could be expected prior to consumption affects the number of customer complaints after controlling for– ex post observable–actual quality, using data from the U.S. airline industry. I find that there are fewer complaints when actual quality is higher. Controlling for actual quality, a higher level of expected quality leads to more complaints.