This study investigates the preceding factors of store loyalty and consumer’s complaint behavior in the Chinese hair service industry. In particular, based on the existing customer satisfaction research theory, this research tries to find out the preceding factors of store loyalty and customer complaint in the Chinese service industry and analyze the mediating effect of customer satisfaction. In particular, the perceived intangible value, perceived service quality, price fairness, and store environment are proposed as antecedent factors to investigate their impact on consumers' store loyalty and customer complaint. Next, the mediating effect of customer satisfaction is verified. It reveals that perceived intangible value, perceived service quality, and store environmental factors directly affect customers' store loyalty and consumer’s complaint behavior. However, in the case of price fairness, it is found that it affects consumers' store loyalty and consumer’s complaint behavior only through consumer satisfaction rather than direct influence. In addition, it is found that the perceived intangible value, perceived service quality, and store environment had a significant effect on customer store loyalty and customer complaint through store loyalty. Through this, it c...