Abstract: Judging from situational simulated experiments and empirical studies, this article proves that banking service failures have significant effects on customers'external and internal negative emotions, as well as complaint behaviors. Negative emotions have significant effects on complaint behaviors and switching behaviors. But banking service failures and complaint behaviors have no positive connections with switching behaviors. These conclusions remedy the defects in the theoretical circle and bid the bankers to pay attention to their service failures and the complaint behaviors of their consumers, thus are helpful in the improvement of banking service quality.