Main Article Content
Abstract
The current academic research on consumer complaint behavior in Indian consumer goods markets revolves around multiple dimensions yet operationalization of role of firms is still lacking academic attention. The academic literature on firm based “triggers” of dissatisfaction and complaining attitude, seem to sideline the crucial role of producer and often remains under explored and ignored in Indian perspective. Hence the paper explores the “problem” as multi-dimensional and addressesall related dimensions. This research paper seeks to bring together the diverse literature, ideas and opinions into one framework. The paper further explores the available literature from the view point of firm and sums up the ideas from the existing literature.