美容醫學產品隨產業發展及改變，日趨服務化，且形成高度競爭情況，不論是提供產品或相關醫學美容服務之場所，越來越多企業意識到管理顧客抱怨的諸多益處，以作為建構服務品質、顧客 滿意度的重要準則。
顧客抱怨行為研究大多產生於歐美文化背景，以服務業產業餐飲、航空、酒店等為大宗，但針對臺灣文化背景與美容醫學產業的服務品質、顧客抱怨行為之研究非常有限。因此，本研究針對臺灣醫學美容產業市場，調查服務品質認知差距對於顧客抱怨行為的影響，並加入消費者涉入度，探討其是否具有調節作用。
With the development and change of the industry, cosmetic medicine products are be-coming more service-oriented and highly competitive. Whether it is a place that provides products or related cosmetic medicine services, more and more companies are starting to re-alize the benefits of managing customer complaints as an important criteria for constructing service quality and customer satisfaction.
Most of the research on customer complaint behavior originated from European and American cultural background, with the service industry (restaurants, aviation, hotels, etc.) as majority, but the research on service quality and customer complaint behavior targeted at Taiwan's cultural background and cosmetic medicine industry is very limited. Therefore, this study is aimed at the market of Taiwan's cosmetic medicine industry, to investigate the im-pact of service quality cognition gap on customer complaint behavior, and adding consumer involvement to explore whether it has a moderation effect.
