ABSTRACT
Under the background of economic globalization and market gradually change from the seller's market to buyer's market, the enterprise competition is becoming increasingly fierce. In order to stand out from the competition, the enterprise must adapt to the new competition system which focuse on customer satisfaction , improve customer satisfaction, cultivate customer loyalty. Research shows that, maintaining and improving customer loyalty will bring many benefits for enterprises. But the enterprise service is not perfect, Service failure is inevitable, so it is crucial that guiding customer complaints appropriate and reasonable, dredging customer dissatisfaction, redeeming the lose of Satisfaction.
The core content is mainly based on the empirical analysis results ,which is about the analysis of the influence of customer complaints on consumer loyalty in college students haircut consumption market, Puts forward relevant Suggestions which is facing businessmen and establish and perfect the Complaints handling mechanism and service recovery system. Specifically is based on college students haircut consumption market , and first study the leading factor of consumer satisfaction on the process of college students haircut consumption , and research the expression of dissatisfaction and whether complain activitly, whether by negative behavior and negative behavior to release steam. Analysing customer loyalty degree about Students who complain activitly.
Finally, according to the results of the study putting forward some suggestions on th handling customer complaints reasonably.
KEYWORDS：Service, satisfaction ,loyalty , customer complaints, College Students haircut Consumption market
