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The consumer dissatisfaction subject is still interesting and challenging for conducting academic\udresearch and therefore in this paper efforts are made to find out the possible cause of consumer\uddissatisfaction and the reasons why consumers are enduring the dissatisfaction. The study was\udconducted in Dehradun, the capital city of Uttarakhand (India), where 212 questionnaires were\udcirculated among the respondents (male & female) of different age, income, occupation and different\udacademic background. The primary data collected from these respondents were analyzed to study the\udequations developed for empirical research. The results obtained from the factor analysis and\udcorrelation matrix explain that the firms consumer care, consumer expectations and firms\udcommitment are the main causes for consumer dissatisfaction. However the firms commitment is the\udmost important factor in causing dissatisfaction. Similarly this paper has brought out some facts\udabout the reasons why consumers are enduring dissatisfaction. Many a time consumers are not\udreporting their dissatisfaction and not lodging dissatisfaction complain, instead of that they are\udenduring dissatisfaction. The product services, warranty and time factor are the reasons due to which\udconsumers are enduring dissatisfaction . The implications of this paper will help in resolving the\udissues of consumer dissatisfaction for firm and strengthen the firms in understanding why consumer\udenduring dissatisfaction

10.5937/sjm9-5181 = An empirical analysis of cause of consumer dissatisfaction and the reasons why consumers enduring dissatisfaction