Awwww don't feel bad. Mine until now still doesn't like to cuddle. I can carry him for a few seconds and he'd squirm to go down and go play and that is about it. He won't kiss/lick me but he will kiss/lick my hubby and everybody else BUT me. He would voluntarily go up to anyone and give kisses and when I put my face near him and ask for a kiss, he won't!
He has always been loved since we brought him home (12 weeks), treat him very well, no beating nothing, even seldom scold him just a "no" here and there. He will get excited when I come home so I do know he loves me. Give your puppy some time. He will come around.