Consumer Dissatisfaction : A Cross-Cultural Comparison

Lundstrom and Lamont's seminal article on consumer discontent was published in 1976. Since that time, the literature on consumer discontent has evolved and fragmented. New research themes include consumer satisfaction, customer relationship management, and consumer complaint behavior. While there have been significant efforts to reduce customer complaints, enhance relationships and improve the quality of the consumer purchasing experience in the last three decades, the question remains whether the construct is pervasive across cultures in similar form. The purpose of this study is to revisit consumer discontent as a construct and determine whether there are similarities across cultures. A factor analytic comparison is made between samples of U.S. and U.K. business student/consumers and shows markedly dissimilar structures