1、3100 英文单词， 1.6 万英文字符 ，中文 5500 字 文献出处： McKeage K K, Gulas C S. Relationships, roles, and consumer identity in services marketingJ. Services Marketing Quarterly, 2013, 34(3): 231-239. Relationships, Roles, and Consumer Identity in Services Marketing KIM K. MCKEAGE,CHARLES S. GULAS Consumers form compl
2、ex relationships with service entities. While relationship marketing theory is one means of exploring these relationships, other theoretical areas can also yield useful insights. An examination of customers perceptions of one retail service provider across a 15-year span reveals the multifaceted yet
3、 consistent roles the provider plays as these consumers make use of the site to instantiate and express their identities. KEYWORDS: role theory, relationship marketing, text analysis, consumer identity INTRODUCTION Why do people patronize a particular service enterprise? Theoretical answers to that
4、question have changed over time, as marketing theory has evolved. Marketing is a discipline that is continually developing. In 1974, Bagozzi popularized the notion that marketing was an organized system of exchanges. This conceptualization of marketing was the dominant view for many years. However,
5、over time, the emphasis began to shift away from transactions and towards relationships. Relationship marketing (RM) originally grew out of business-to-business marketing (B2B). This was motivated by the belief that B2B, required a different paradigm to that which was dominant in mass consumer goods
6、 markets (OMalley & Tynan, 2000, p. 797). Since RM was seen as an alternative to consumer goods marketing, OMalley and Tynan (2000) stated that at one time the idea that RM was applicable to consumer markets was unthinkable. However, by the 1990s RM had come to be seen as a major paradigm shift away from the exchange perspective (Gronroos, 1994; Sheth & Parvatiyar, 1995). One avenue by which RM entered the consumer realm was via technology, as an enhanced form of database marketing (Do
