The purpose of the present study was to examine the effect of customer attributions on negative emotions and customer behaviors in beauty service failure situation. This research was conducted through a questionnaire survey, and 392 women were interrogated from Jan. 10th to Jan. 17th, 2017. To analyze the data, factor analysis, Cronbach’s ?, frequency analysis and multiple regression analysis were performed using SPSS 20.0 program. The results are as follows. First, the effect of customer attributions on customer behaviors. Second, the customer attributions have influence on negative emotions. Third, the effect of negative emotions on customer behaviors. Finally the failure types of beauty service stores a significant effect on customer attributions, negative emotions and customer behaviors. The implications of the research and directions for future study have also been discussed.