Title

Relationships, Roles, and Consumer Identity in Services Marketing

Document Type

Article

Publication Date

2013

Abstract

Consumers form complex 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 consistent roles the provider plays as these consumers make use of the site to instantiate and express their identities.

DOI

10.1080/15332969.2013.798198