摘要：The consumer dissatisfaction subject is still interesting and challenging for conducting academic research and therefore in this paper efforts are made to find out the possible cause of consumer dissatisfaction and the reasons why consumers are enduring the dissatisfaction. The study was conducted in Dehradun, the capital city of Uttarakhand (India), where 212 questionnaires were circulated among the respondents (male & female) of different age, income, occupation and different academic background. The primary data collected from these respondents were analyzed to study the equations developed for empirical research. The results obtained from the factor analysis and correlation matrix explain that the firms consumer care, consumer expectations and firms commitment are the main causes for consumer dissatisfaction. However the firms commitment is the most important factor in causing dissatisfaction. Similarly this paper has brought out some facts about the reasons why consumers are enduring dissatisfaction. Many a time consumers are not reporting their dissatisfaction and not lodging dissatisfaction complain, instead of that they are enduring dissatisfaction. The product services, warranty and time factor are the reasons due to which consumers are enduring dissatisfaction . The implications of this paper will help in resolving the issues of consumer dissatisfaction for firm and strengthen the firms in understanding why consumer enduring dissatisfaction.
关键词：Analysis of causes; Consumers; Dissatisfaction; Endurance; Reasoning
