It is ironic that owners go to great lengths to train their dog NOT to come when called, and then proceed to complain about it. They expect their dog to just drop everything its doing and instantly come racing over to them without any proper training techniques. The first thing your going to have to do is undo the methods previously planted into the mind of your dog. Then proceed with kindergarten level obedience before achieving the results you desire.
The worst practice you as the owner may engage in is letting their dog off leash and unattended. Whether the dog is running in the park, romping up and down the backyard or playing with other dogs, the dog is learning that these good times do not include the owner. In fact, it is always the owner who ruins the fun by ordering the dog to “Come.” When the dog obediently comes to the owner, his leash is promptly attached and he’s on his way back home. This is not a good outcome from the dog’s perspective. So on each successive outing, the dog delays coming when called because by delaying, he is prolonging his off leash experience.
When the owner repeatedly calls the dog and he does not come, then the dog is learning that he doesn’t have to come or at least he doesn’t need to come until he is called over a thousand times. The dog has now learned that ignoring the owner is much more rewarding than to obey. This is definitely a losing situation. If the dog comes, he feels he is being punished for coming because his off leash fun has ended. If the dog doesn’t come, he is learning that by not responding to your command, he is being self-rewarded for ignoring you.
A very frustrated owner feels the need to punish the dog for not coming when called. Because the owner does not know how to punish the dog while it is running away, the owner punishes the dog when he eventually returns. In result, the next time the dog will take much longer to come back because not only does it end the fun but it also now means outright punishment from the owner if he does cooperate. In the end, just remember that you are in fact dealing with an animal mentality.