Abstract: Researchers and practitioners recently have given increasing attention to the CCB (customer complaint behavior) research in the non-western settings. We made a dip into this field in China in this article. Based on the data of three industries in 20 regions, Beta-Binomial model and Empirical Bayes Methed were employed to get the “true“ complaint rate. By means comparison,we found that Chinese consumers are more likely to voice their discontents than to turn to the word-of-mouth communication privately.