台灣電視購物產業正進入高度競爭的時代，企業除了可以藉由開拓新的客源以增加銷售額之外，留住既有的顧客亦是增加獲利的方法之一。由於，有效的顧客抱怨管理影響著消費者的滿意度與再購行為，進而影響著公司的銷售額與獲利。因此，本研究以消費者觀點為主，以過去消費者抱怨行為相關理論為基礎，同時加入公平知覺與服務失誤嚴重性等概念，而深入探討消費者抱怨行為的整體過程。

　　本研究以因為不滿意而向東森得易購電視購物頻道反應抱怨之消費者為主要研究對象。以重要事件法收集相關資料，且利用內容分析法歸類電視購物頻道服務失誤項目、補償措施，與消費者公平知覺。本研究發現如下:
一、電視購物業常發生的服務失誤項目類別大多與電視購物業者所提供保證相關。運送商品時間延誤亦是常發生失誤的項目之一。
二、業者最常採行的補償措施為｢更換產品｣與｢退款｣，而消費者對於此兩項補償措施的滿意度最高。｢轉交第三者處理｣也是電視購物頻道業者常採行的補償措施之一，消費者對於此措施的滿意度評比差距甚大。可能由於消費者原先問題的嚴重性過高，使得消費者對於｢額外補償｣及｢沒有任何回應｣補償措施的滿意度和再惠顧率最低。
三、消費者會以分配公平、程序公平，與互動公平各公平構面形成最終的公平知覺，進而影響著消費者對於抱怨處理的滿意度。
四、消費者的抱怨處理後行為具有多樣性，其中包含再購行為、口碑散播、向業者再度抱怨，及轉而向第三團體申訴等。消費者一旦採取向第三團體申訴的行為，消費者亦會採行其他較為簡單的行為。

　The study applied the Critical Technique Incident method and content analysis to categorize service failure incidents, service recovery strategies, and justice perception. Previous consumer complaint behavior studies were used as a base for developing conceptual framework.
This study also mentioned the justice perception and service failure severity related concepts to explore comprehensive consumer complaint behavior process. Results of this study including:

　First, most of service failures are related to the guarantees of Eastern Home Shopping Network. Second, the most frequently occurring recovery strategy involved the replacement and the refund of purchased merchandise. Re-managed complaint by the third party is also the most taken recovery strategy, but ratings for this recovery strategy are different. The retention rate and satisfaction involved correction plus and nothing are low. Third, consumers evaluate every dimensions of justice perception to form their justice perception. The perception of justice further affected consumers’ satisfaction of complaint handling. Finally, consumer post-complaint behaviors are diversity; including repurchase, word-of-mouth, re-complain, and third-party complain.

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