1Earlier senior operation Engineer at Tuticorin Alkali Chemicals and Fertilizers Limited and presently an Assistant professor, Department of Business Administration, Annamalai University. Email: tfsuniljustus@yahoo.co.in
2Assistant Professor, Government Arts College for women, Pudukottai, Tamil Nadu. Email: Sunitha.au@gmail.com
Online published on 15 February, 2019.
Dissatisfaction is the distraught feeling felt when the performance of the product neither matches to expectation nor if the service quality is not good. Hence the performance expectation, the consumers have for the product and the ownership experience are chief determinants that determine the satisfaction towards the product. The objective of the paper is to develop a comprehensive scale and identify the dimensions of dissatisfaction in purchase of smart phones. The resultant questionnaire comprised 20 Likert scales reflecting the different dimensions of dissatisfaction in post purchase evaluation of smart phones. The data were collected using personalinterview method fromatotal of150 respondents who were insomeaspectdissatisfied withtheirpost purchase evaluation of smart phone. The values of the fit indices indicated an acceptable fit between the sample data and hypothetical model. In future Consumer dissatisfaction in mobile purchase in different geographies can be studied and the paper can be extended to study post dissatisfaction behavior of customers.
Customer dissatisfaction, instrumental performance attribute, symbolic performance attribute, customer care attributes, financial attributes
