Relationships, Roles, and Consumer Identity in Services Marketing
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.
McKeage, K. K.,
& Gulas, C. S.
(2013). Relationships, Roles, and Consumer Identity in Services Marketing. Services Marketing Quarterly, 34 (3), 231-239.