2013年服務(wù)營(yíng)銷(xiāo)外文翻譯--服務(wù)營(yíng)銷(xiāo)中的關(guān)系、角色和消費(fèi)者身份

1、<p>　　3100英文單詞，1.6萬(wàn)英文字符，中文5500字</p><p>　　文獻(xiàn)出處：McKeage K K, Gulas C S. Relationships, roles, and consumer identity in services marketing[J]. Services Marketing Quarterly, 2013, 34(3): 231-239.</p>

2、<p>　　Relationships, Roles, and Consumer Identity in Services Marketing</p><p>　　KIM K. MCKEAGE,CHARLES S. GULAS</p><p>　　Consumers form complex relationships with service entities. While

3、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-yea

4、r span reveals the multifaceted yet consistent roles the provider plays as these consumers make use of the site to instantiate and express their identities.</p><p>　　KEYWORDS: role theory, relationship marke

5、ting, text analysis, consumer identity</p><p>　　INTRODUCTION</p><p>　　Why do people patronize a particular service enterprise? Theoretical answers to that question have changed over time, as mar

6、keting 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 th

7、e dominant view for many years. However, over time, the emphasis began to shift away from transactions and towards relationships.</p><p>　　Relationship marketing (RM) originally grew out of business-to-busin

8、ess marketing (B2B). This was motivated by the belief that B2B, “required a different paradigm to that which was dominant in mass consumer goods markets” (O’Malley & Tynan, 2000, p. 797). Since RM was seen as an alte

9、rnative to consumer goods marketing, O’Malley 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 pa<

10、/p><p>　　One avenue by which RM entered the consumer realm was via technology, as an enhanced form of database marketing (Dowling, 2002). Customer relationship management (CRM) is the manifestation of this form

11、 of RM. Indeed, the term “relationship marketing” is used by some in industry as a synonym for some form of database marketing software or software and hardware combination. However, Fournier’s (1998) work disrupted this

12、 notion, demonstrating that RM is a much deeper and richer construct.</p><p>　　The concept of relationships has now become a central organizing principle in marketing. In fact, in 2004, the American Marketin

13、g Association (AMA, 2013a) changed the “official” definition of marketing to reflect this, stating that, “marketing is an organizational function and a set of processes for creating, communicating, and delivering value t

14、o customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” In making this change the AMA specifica</p><p>　　Despite this shift, the RM perspective has it

15、s critics. Fernandes and Proenca (2008) report that in some circles RM has been derided as the “emperor’s new clothes.” Others have suggested that RM has been overused and misused (O’Malley & Tynan, 2000) and that, “

16、customers may be retained, often for very long periods, without a genuine relationship being present” (Fernandes & Proenca, 2008, p. 157).</p><p>　　Perhaps in response to the criticisms regarding RM, the

17、 AMA removed the word “relationships” from the definition of marketing in 2007. The definition of marketing adopted in October 2007 is: “Marketing is the activity, set of institutions, and processes for creating, communi

18、cating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (AMA, 2013b).</p><p>　　Where does this leave us? It is clear that relationships are import

19、ant in marketing. However, other theories may also provide insight into the nature of the interaction between a service provider and its customers. An emerging strong contender is the concept of Consumer Identity. Coming

20、 from the field of symbolic interactionism, consumer identity theory posits that consumption, especially patterns of goods and services consumed or spurned, functions as a means by which people both form and expre</p&

21、gt;<p>　　RESEARCH QUESTIONS</p><p>　　To gain insight into the interactions between a particular service enterprise and its patrons we posed two simple questions. Why do people patronize a particular b

22、usiness? Do the reasons for patronage change over time?</p><p><b>　　METHOD</b></p><p>　　For obvious reasons most consumer studies are cross-sectional, although some studies have exam

23、ined customer relationships over time. Gregoire, Tripp, and Legoux (2009) studied the evolution of the desire for revenge and the desire for avoidance in dissatisfied customers over time, conducting waves of surveys over

24、 a 6-week period. Lacey and Kennett-Hensel (2010) conducted a longitudinal examination of perception of the social responsibility of an NBA team at the beginning of the season (November </p><p>　　In her form

25、ative study of consumer-brand relationships, Fournier (1998) examined three consumers across multiple brands. While still interested in how consumers relate to brands, we have taken her approach 180 degrees and in the cu

26、rrent study we explore the nature of the interactions between one service provider and numerous consumers in two different time periods. Data sets from the two time periods were comprised of customer responses to a surve

27、y that was sent out to customers of a service pro</p><p>　　Young’s is located on an operating farm. The farm includes the Dairy Store, which sells ice cream made on site, gelato, and milk shakes, along with

28、a food menu that includes sandwiches and breakfast items. Young’s also operates the Golden Jersey Inn, a full menu table service restaurant. In addition to the two restaurants, Young’s offers a miniature golf course, a d

29、riving range, batting cages, a children’s play area and other family-oriented activities. Patrons of Young’s can also tour the barns</p><p>　　Young’s clearly connects with its patrons. Photos taken of patron

30、s wearing Young’s T-shirts in front of landmarks around the world adorn the walls. These include patrons in Young’s shirts in front of the Great Wall of China, the Eiffel Tower, the Sydney Opera House, and Mount Rushmore

31、, thus lending Young’s a similarly iconic status. Less frequented locations posted include Antarctica, Addis Ababa Ethiopia, Gambia West Africa, Chongoene Mozambique, Al Kharg Saudi Arabia, Kazakhstan, and the Repub</

32、p><p><b>　　FINDINGS</b></p><p>　　The surveys conducted in 1995/96 contained 11 questions asking respondents to evaluate aspects of customer service on a 4-point scale (1 Poor; 4 Excelle

33、nt). It also contained several open-ended questions including, “Why do you like to visit Young’s?” The surveys conducted in 2011 contained a slightly different open-ended question, “What is your favorite reason for visit

34、ing Young’s?” In spite of the slight difference in wording, the results from the two data sets are remarkably consistent across </p><p>　　We used an online text analysis tool (http://www.online-utility.org/t

35、ext/analyzer.jsp) to analyze the responses to the open ended questions. Each data set was comprised of 5,000 to 6,000 words. The text analysis tool provided word counts for each of the words appearing in the data as well

36、 as counts of multiple-word phrases.</p><p>　　Young’s Jersey Dairy is famous for its homemade ice cream. Ice cream was one of the first products sold when the farm, founded in 1869, transitioned into retail

37、operations. It is not surprising therefore that both in 1995/96 and in 2011 the most common motive stated for visiting Young’s is “ice cream” (see Tables 1 and 2). Similarly, it is not unexpected that at a business that

38、operates two restaurants “food” is a common response.</p><p>　　The more interesting findings are the nontrivial terms that appear among the most common words. In both the 1995/96 data and the 2011 data, the

39、words “atmosphere, “animals,” “family,” “kids,” and “children” appear frequently.</p><p>　　TABLE 1.Most Common Two-Word Phrases (Filtered)</p><p>　　TABLE 2 .Most Common Words (Filtered)</p>

40、;<p>　　DISCUSSION</p><p>　　How are we to make sense of these customer motivations? One approach is to consider how these illuminate the role that Young’s plays in customers’ lives. In some cases roles

41、 remain constant, but not in others. Many generations of actors have come and gone in the 400+ years since Romeo and Juliet was first staged, yet the roles remain constant. For families with children under age six,

42、 Walt Disney World is a land of princesses and other characters. For families with teenagers, Walt Disney W</p><p>　　As individuals move through the family lifecycle caring for infants, then toddlers, et cet

43、era, their needs change. During a certain part of that age range, Young’s may fill a “bucolic” role. That role might also be filled by a visit to a county fair, a trip to an Amish farm region, a farm vacation, a trip to

44、a dude ranch, or other alternatives. For others, Young’s may fill a family recreation role. Eventually, the family transitions to other stages, but new families are moving into the young chi</p><p>　　Young’s

45、 also fulfills a role of connection to an agrarian past that resonates strongly with Americans. In part this serves as an authentic link to an idyll of agricultural life that is still embraced extensively in popular cult

46、ure and marketing, especially food marketing. Beverland and Farrelly (2010) described consumers as using objects both to portray their individual authenticity as well as to connect to something that is authentic; in this

47、 case, a sense of place, animals, and “real” food. Th</p><p>　　Young’s gets tangible benefits by playing its role well. The words “l(fā)ove” and “fun” appear numerous times in both of the data sets. Young’s has

48、seen financial success from playing this role better than most. Its business has grown and thrived since transitioning from a farm and entering into the hospitality business.</p><p>　　How does Young’s fulfil

49、l this role? With Young’s the physical place itself is crucial to the role. If Young's opened a location in a strip mall it could not play the same role for its customers. On the other hand, if Young's sold the b

50、usiness, the role could continue to be played to a large extent by the new operator, even if operating under a different name, if they operated in a similar manner to the way Young’s currently operates. Young’s is “the r

51、eal deal”; an authentic farm experience, loca</p><p>　　Role Theory as a Management Tool</p><p>　　In their personal lives, individuals have relationships with dozens of different people. These re

52、lationships may be committed or uncommitted in nature, voluntary or involuntary, and positive or negative. The same is true for the economic lives of consumers. Not every one of a retailer’s customers is seeking a long-t

53、erm committed relationship. Some “l(fā)oyal” customers may not even have voluntarily chosen to enter the relationship. Consumers may view marketers’ tactics as attempts to force an unwelc</p><p>　　The nature of

54、services marketing is such that it is likely to engender a particularly broad range of interactions. A purchase at a fast food restaurant store may be nothing more than a utilitarian transaction or it may be one of many

55、interactions in a committed partnership. Store personnel may be viewed as clerks to facilitate a transaction or as trusted experts who can recommend auto parts or fashion accessories. RM provides some understanding of th

56、ese differences; however, role theory may be a</p><p>　　LIMITATIONS</p><p>　　The data from this study comes from just one business, Young’s Jersey Dairy. This is a significant limitation since w

57、hat is true for this business may not be true for others, particularly since Young’s is not a typical service provider. Young’s is located in Yellow Springs, Ohio. Although many service providers specialize in serving lo

58、cal customers, according to the company website, 70% of Young’s business comes from people outside of the immediate Yellow Springs area (i.e., outside of a 3-mile </p><p>　　REFERENCES</p><p>　　A

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73、>　　服務(wù)營(yíng)銷(xiāo)中的關(guān)系、角色和消費(fèi)者身份</p><p>　　KIM K. MCKEAGE，CHARLES S. GULAS</p><p>　　消費(fèi)者與服務(wù)實(shí)體形成復(fù)雜的關(guān)系。雖然關(guān)系營(yíng)銷(xiāo)理論是探索這些關(guān)系的一種手段，但其他理論領(lǐng)域也可以產(chǎn)生有用的見(jiàn)解。對(duì)消費(fèi)者對(duì)一家零售服務(wù)提供商的看法進(jìn)行的長(zhǎng)達(dá)15年的調(diào)查顯示，當(dāng)這些消費(fèi)者利用該網(wǎng)站實(shí)例化和表達(dá)他們的身份時(shí)，該提供商扮演了多方面

74、但一致的角色。</p><p>　　關(guān)鍵詞：角色理論，關(guān)系營(yíng)銷(xiāo)，文本分析，消費(fèi)者身份</p><p><b>　　簡(jiǎn)介</b></p><p>　　為什么人們光顧特定的服務(wù)企業(yè)？隨著營(yíng)銷(xiāo)理論的發(fā)展，這個(gè)問(wèn)題的理論答案隨著時(shí)間的推移而發(fā)生了變化。市場(chǎng)營(yíng)銷(xiāo)是一門(mén)不斷發(fā)展的學(xué)科。1974年，Bagozzi推廣營(yíng)銷(xiāo)是一個(gè)有組織的交流系統(tǒng)的概念。這種營(yíng)銷(xiāo)

75、概念化多年來(lái)一直是主流觀點(diǎn)。然而，隨著時(shí)間的推移，重點(diǎn)開(kāi)始從交易轉(zhuǎn)向關(guān)系。</p><p>　　關(guān)系營(yíng)銷(xiāo)（RM）最初源于企業(yè)對(duì)企業(yè)營(yíng)銷(xiāo)（B2B）。這是因?yàn)槿藗兿嘈臖2B“需要一種不同于大眾消費(fèi)品市場(chǎng)主導(dǎo)模式的模式”( O’Malley & Tyan，2000年，第797頁(yè))。由于RM被視為消費(fèi)品營(yíng)銷(xiāo)的替代方案，O’Malley和Tyan ( 2000年)曾表示，RM適用于消費(fèi)品市場(chǎng)的想法“不可思議”?！叭?/p>

76、而，到了20世紀(jì)90年代，RM已經(jīng)被視為從交換角度來(lái)看的一次重大范式轉(zhuǎn)變( Gronroos，1994年；Sheth & Parvatiyar，1995年)。</p><p>　　RM進(jìn)入消費(fèi)者領(lǐng)域的一個(gè)途徑是通過(guò)技術(shù)，作為數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)的一種增強(qiáng)形式( Dowling，2002年)?？蛻絷P(guān)系管理( CRM )就是這種形式的客戶關(guān)系管理的體現(xiàn)。事實(shí)上，“關(guān)系營(yíng)銷(xiāo)”一詞在工業(yè)中被一些人用作某種形式的數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)軟

77、件或軟件和硬件組合的同義詞。然而，F(xiàn)ournier (1998年)的工作打破了這一觀念，表明RM是一個(gè)更深更豐富的結(jié)構(gòu)。</p><p>　　關(guān)系的概念現(xiàn)在已經(jīng)成為市場(chǎng)營(yíng)銷(xiāo)的一個(gè)中心組織原則。事實(shí)上，在2004年，美國(guó)營(yíng)銷(xiāo)協(xié)會(huì)( AMA，2013 a )改變了營(yíng)銷(xiāo)的“官方”定義，以反映這一點(diǎn)，指出“營(yíng)銷(xiāo)是一種組織功能和一套流程，用于為客戶創(chuàng)造、溝通和交付價(jià)值，并以有利于組織及其利益相關(guān)者的方式管理客戶關(guān)系。在做出

78、這一改變時(shí)，AMA特別刪除了“交易所”這個(gè)詞，這個(gè)詞是以前市場(chǎng)營(yíng)銷(xiāo)定義的核心。</p><p>　　盡管有這種轉(zhuǎn)變，RM的觀點(diǎn)還是有其批評(píng)者。Fernandes和Proenca（2008）報(bào)告說(shuō)，在某些圈子里，RM被嘲笑為“皇帝的新衣服”?！捌渌税凳綬M被過(guò)度使用和誤用(O'Malley & Tynan，2000年)，并且，“消費(fèi)者可能會(huì)被保留，通常是很長(zhǎng)時(shí)間，沒(méi)有真正的關(guān)系”( Fernand

79、es & Proenca，2008年，第157頁(yè))。</p><p>　　也許是為了回應(yīng)對(duì)RM的批評(píng)，AMA在2007年從市場(chǎng)營(yíng)銷(xiāo)的定義中刪除了“關(guān)系”一詞。2007年10月通過(guò)的營(yíng)銷(xiāo)定義是:“營(yíng)銷(xiāo)是創(chuàng)造、交流、提供和交換對(duì)消費(fèi)者、客戶、合作伙伴和整個(gè)社會(huì)都有價(jià)值的產(chǎn)品的活動(dòng)、機(jī)構(gòu)和流程”( AMA，2013年12月)。</p><p>　　這給我們留下了什么？很明顯，關(guān)系在營(yíng)銷(xiāo)中

80、很重要。然而，其他理論也可以提供對(duì)服務(wù)提供商與其客戶之間互動(dòng)本質(zhì)的洞察。一個(gè)新興的有力競(jìng)爭(zhēng)者是消費(fèi)者身份的概念。來(lái)自符號(hào)互動(dòng)理論的消費(fèi)者身份理論認(rèn)為，消費(fèi)，特別是消費(fèi)或拒絕的商品和服務(wù)模式，是人們形成和表達(dá)其社會(huì)身份的一種手段( Hogg & Michel，1996年)。Beverland和Farrelly ( 2009年)指出，消費(fèi)者“更喜歡強(qiáng)化他們期望的身份認(rèn)同的品牌和體驗(yàn)”(第839頁(yè))。因此，對(duì)于營(yíng)銷(xiāo)人員來(lái)說(shuō)，分析和理解

81、消費(fèi)者對(duì)消費(fèi)體驗(yàn)的理解以及消費(fèi)者通過(guò)這些體驗(yàn)扮演的角色是很有用的。</p><p><b>　　研究問(wèn)題</b></p><p>　　為了深入了解特定服務(wù)企業(yè)與其消費(fèi)者之間的互動(dòng)，我們提出了兩個(gè)簡(jiǎn)單的問(wèn)題。為什么人們光顧某個(gè)特定的企業(yè)？光顧的原因會(huì)隨著時(shí)間的推移而改變嗎？</p><p><b>　　方法</b></

82、p><p>　　出于顯而易見(jiàn)的原因，大多數(shù)消費(fèi)者研究都是跨部門(mén)的，盡管一些研究已經(jīng)考察了一段時(shí)間內(nèi)的消費(fèi)者關(guān)系。Gregoire、Tripp和Legoux (2009年)研究了不滿意的消費(fèi)者的報(bào)復(fù)欲望和回避欲望隨時(shí)間的演變，在6周內(nèi)進(jìn)行了一系列調(diào)查。Lacey和Kennett - Hensel (2010年)在賽季開(kāi)始(2007年11月)和賽季結(jié)束( 2008年6月)對(duì)NBA球隊(duì)的社會(huì)責(zé)任感進(jìn)行了縱向調(diào)查。在一項(xiàng)關(guān)于

83、消費(fèi)者滿意度和忠誠(chéng)度的廣泛研究中，Coel、Keingham、Akoy和Hsu (2007 )對(duì)消費(fèi)者進(jìn)行了為期5年的研究。本著這些研究的精神，我們分析了相隔大約15年的兩組不同調(diào)查的數(shù)據(jù)。</p><p>　　Fornier (1998年)在她對(duì)消費(fèi)者和品牌關(guān)系的形成性研究中，調(diào)查了三個(gè)跨多個(gè)品牌的消費(fèi)者。盡管我們?nèi)匀粚?duì)消費(fèi)者與品牌的關(guān)系感興趣，但我們已經(jīng)將她的研究范圍擴(kuò)大了180度，在當(dāng)前的研究中，我們探討了

84、一家服務(wù)提供商和眾多消費(fèi)者在兩個(gè)不同時(shí)期的互動(dòng)性質(zhì)。這兩個(gè)時(shí)間段的數(shù)據(jù)集包括客戶對(duì)一項(xiàng)調(diào)查的回應(yīng)，該調(diào)查被發(fā)送給俄亥俄州西南部一家名為Young's Jersey Dairy（Young's）的服務(wù)提供商的客戶。第一組數(shù)據(jù)包括對(duì)1995/96年幾個(gè)月內(nèi)郵寄的一組調(diào)查問(wèn)卷的答復(fù)。第二組包括對(duì)2011年幾個(gè)月內(nèi)郵寄的問(wèn)卷的答復(fù)。</p><p>　　Young's位于一個(gè)經(jīng)營(yíng)農(nóng)場(chǎng)。這個(gè)農(nóng)場(chǎng)包括

85、乳品店，出售現(xiàn)場(chǎng)制作的冰淇淋、冰淇淋和奶昔，還有包括三明治和早餐的食物菜單。Young's還經(jīng)營(yíng)著Golden Jersey Inn，一家全菜單服務(wù)餐館。除了兩家餐廳，Young's餐廳還提供小型高爾夫球場(chǎng)、練習(xí)場(chǎng)、擊球籠、兒童游戲區(qū)和其他面向家庭的活動(dòng)。Young's的消費(fèi)者也可以參觀飼養(yǎng)牲畜的谷倉(cāng)，他們可以喂養(yǎng)和撫摸山羊。Young's還提供各種季節(jié)性的農(nóng)場(chǎng)相關(guān)活動(dòng)，如玉米迷宮、摘你自己的南瓜田、砍你

86、自己的圣誕樹(shù)場(chǎng)、騎馬和羊毛收集節(jié)。</p><p>　　Young's顯然與它的贊助人有聯(lián)系。墻上掛著消費(fèi)者穿著Young's T恤衫在世界各地地標(biāo)前的照片。這些人包括中國(guó)長(zhǎng)城、埃菲爾鐵塔、悉尼歌劇院和拉什莫爾山前穿著Young's襯衫的消費(fèi)者，因此賦予Young's同樣的標(biāo)志性地位。張貼的地點(diǎn)頻率較低，包括南極洲、埃塞俄比亞亞的斯亞貝巴、岡比亞西非、莫桑比克崇義、沙特阿拉伯哈格、

87、哈薩克斯坦和馬紹爾群島共和國(guó)。無(wú)數(shù)的企業(yè)出售印有自己商標(biāo)的T恤。然而，很少有企業(yè)會(huì)與消費(fèi)者聯(lián)系到一起，因?yàn)樗麄冇袆?dòng)機(jī)在旅行中打包這些襯衫，在著名或異國(guó)背景前佩戴商業(yè)標(biāo)志拍照。然后他們進(jìn)一步激勵(lì)將照片發(fā)送給Young's進(jìn)行潛在的發(fā)布。這確實(shí)很少見(jiàn)。此外，很明顯，從功能或?qū)嵱玫慕嵌葋?lái)看，Young是一個(gè)多方面的零售服務(wù)目的地。消費(fèi)者可以在那里獲得食物和飲料，但是他們也可以把他們的孩子介紹給農(nóng)場(chǎng)動(dòng)物，或者打幾個(gè)球。當(dāng)消費(fèi)者通過(guò)他們的

88、贊助來(lái)扮演不同的角色時(shí)，Young也可能具有多種象征意義嗎？</p><p><b>　　調(diào)查的結(jié)果</b></p><p>　　1995 / 1996年進(jìn)行的調(diào)查包含11個(gè)問(wèn)題，要求被調(diào)查者以4分制評(píng)估客戶服務(wù)的各個(gè)方面( 1差；4優(yōu)秀)。它還包含了幾個(gè)開(kāi)放式的問(wèn)題，包括:“你為什么喜歡去Young？“2011年進(jìn)行的調(diào)查包含了一個(gè)稍微不同的開(kāi)放式問(wèn)題，“你最喜歡去

89、Young的原因是什么？“盡管措辭略有不同，但這兩個(gè)數(shù)據(jù)集的結(jié)果在兩個(gè)時(shí)間段內(nèi)非常一致。</p><p>　　我們使用在線文本分析工具(http://www.online- utility.org/text/analyzer.jsp )來(lái)分析對(duì)開(kāi)放式問(wèn)題的回答。每個(gè)數(shù)據(jù)集由5000到6000個(gè)單詞組成。文本分析工具提供了數(shù)據(jù)中出現(xiàn)的每個(gè)單詞的字?jǐn)?shù)以及多單詞短語(yǔ)的字?jǐn)?shù)。</p><p>　　

90、Young's Jersey Dairy以其自制冰淇淋而聞名。當(dāng)該農(nóng)場(chǎng)成立于1869年，轉(zhuǎn)變?yōu)榱闶蹣I(yè)務(wù)時(shí)，冰淇淋是最早銷(xiāo)售的產(chǎn)品之一。因此，在1995/96和2011年，訪問(wèn)Young's的最常見(jiàn)動(dòng)機(jī)是“冰淇淋”（見(jiàn)表1和表2），這并不奇怪。 同樣地，在經(jīng)營(yíng)兩家餐館的企業(yè)“食物”是一種常見(jiàn)的反應(yīng)并不出乎意料。</p><p>　　更有趣的發(fā)現(xiàn)是在最常見(jiàn)的單詞中出現(xiàn)的非普通術(shù)語(yǔ)。在1995/96年的

91、數(shù)據(jù)和2011年的數(shù)據(jù)中，經(jīng)常出現(xiàn)“氛圍”，“動(dòng)物”，“家庭”，“孩子”和“兒童”等字樣。</p><p>　　表1.最常用的雙字短語(yǔ)（已過(guò)濾）</p><p>　　表2.大多數(shù)常用詞（已過(guò)濾）</p><p><b>　　討論</b></p><p>　　我們?nèi)绾卫斫膺@些客戶動(dòng)機(jī)？一種方法是考慮這些如何闡明Young在

92、消費(fèi)者生活中的作用。在某些情況下，角色保持不變，但在另一些情況下則不然。自從《羅密歐與朱麗葉》第一次上演以來(lái)，400多年來(lái)，許多代演員來(lái)來(lái)去去，但角色仍然不變。對(duì)于有六歲以下孩子的家庭來(lái)說(shuō)，沃爾特·迪斯尼世界是一個(gè)公主和其他角色的國(guó)度。對(duì)于有青少年的家庭，沃爾特·迪斯尼世界扮演了不同的角色。Young's Jersey Dairy似乎也是如此。除了是一家餐館和冷凍食品供應(yīng)商之外，Young還在許多消費(fèi)者的生活

93、中扮演著角色，反過(guò)來(lái)，他們?cè)谀抢锇缪葜鞣N角色。它提供了一種“真正的”農(nóng)場(chǎng)體驗(yàn)。Young的農(nóng)場(chǎng)是一個(gè)工作農(nóng)場(chǎng)，已經(jīng)有140多年了。然而，從1958年開(kāi)始，它成為牛奶的零售供應(yīng)商。冰淇淋很快就作為產(chǎn)品加入了。隨著城市化進(jìn)程的加快，消費(fèi)者變得越來(lái)越脫離農(nóng)產(chǎn)品的生產(chǎn)，Young已經(jīng)發(fā)展成為一個(gè)農(nóng)業(yè)主題公園。在這個(gè)角色中，它滿足了觀看農(nóng)場(chǎng)動(dòng)物和體驗(yàn)農(nóng)場(chǎng)氛圍的需求。全面閱讀對(duì)開(kāi)放式問(wèn)題的回答表明，這些活動(dòng)主要是為了孩子和/或?qū)O輩的利益。1995

94、-1996年的數(shù)據(jù)是如此，2011年的數(shù)據(jù)也是如此。十五年前，Young是一個(gè)可以買(mǎi)</p><p>　　隨著個(gè)人在家庭生命周期中照顧嬰兒，然后是蹣跚學(xué)步的孩子，等等，他們的需求發(fā)生了變化。在那個(gè)年齡范圍的某一部分，楊可能會(huì)扮演一個(gè)“田園”角色。這個(gè)角色也可以通過(guò)參觀一個(gè)縣集市、一次阿米什農(nóng)場(chǎng)區(qū)之旅、一次農(nóng)場(chǎng)度假、一次休閑農(nóng)場(chǎng)之旅或其他替代方式來(lái)完成。對(duì)其他人來(lái)說(shuō)，Young可能會(huì)扮演一個(gè)家庭娛樂(lè)的角色。最終，家

95、庭會(huì)過(guò)渡到其他階段，但是新的家庭會(huì)進(jìn)入幼兒階段。這種角色扮演有一系列的特點(diǎn)。角色保持不變，但是玩家和觀眾會(huì)改變。15年來(lái)，很可能已經(jīng)發(fā)生了一次近乎完全的替換。</p><p>　　Young也扮演了一個(gè)與美國(guó)人強(qiáng)烈共鳴的農(nóng)業(yè)歷史相聯(lián)系的角色。在某種程度上，這是通向農(nóng)業(yè)生活田園生活的真實(shí)紐帶，這種田園生活仍然被大眾文化和營(yíng)銷(xiāo)，特別是食品營(yíng)銷(xiāo)廣泛接受。Beverland和Farrelly ( 2010年)將消費(fèi)者描述

96、為使用物體來(lái)描繪他們個(gè)人的真實(shí)性以及連接到真實(shí)的東西；在這種情況下，對(duì)地方、動(dòng)物和“真正”食物的感覺(jué)。這也可能涉及真正的專業(yè)知識(shí)，例如“了解”當(dāng)?shù)責(zé)狳c(diǎn)或“最好”的地方來(lái)保護(hù)一些商品，如冰淇淋。</p><p>　　Young通過(guò)扮演好自己的角色，獲得了實(shí)實(shí)在在的好處?！皭?ài)”和“樂(lè)趣”這兩個(gè)詞在這兩個(gè)數(shù)據(jù)集中出現(xiàn)了很多次。Young比大多數(shù)人更好地扮演這個(gè)角色，在經(jīng)濟(jì)上取得了成功。自從從農(nóng)場(chǎng)過(guò)渡到酒店業(yè)務(wù)以來(lái)，它的

97、業(yè)務(wù)一直在增長(zhǎng)和繁榮。</p><p>　　Young是如何履行這個(gè)角色的？對(duì)于Young來(lái)說(shuō)，物理位置本身對(duì)這個(gè)角色至關(guān)重要。如果Young在一家購(gòu)物中心開(kāi)了一家店，它就不能為消費(fèi)者扮演同樣的角色。另一方面，如果Young出售了該業(yè)務(wù)，新運(yùn)營(yíng)商將繼續(xù)在很大程度上扮演這一角色，即使他們以不同的名字運(yùn)營(yíng)，如果他們以與Young目前運(yùn)營(yíng)方式類(lèi)似的方式運(yùn)營(yíng)的話。Young是“真正的交易”；真實(shí)的農(nóng)場(chǎng)體驗(yàn)，當(dāng)?shù)貍鹘y(tǒng)制作的

98、冰淇淋和活的動(dòng)物。在《食品，關(guān)鍵概念》( 2008年)中，Warren Belasco指出，“消費(fèi)者很難找到既方便又‘正宗’、快速又有自命不凡的食品”(第122頁(yè)，原文重點(diǎn))。有什么能比在冰淇淋店里看到真正的奶牛更好呢？</p><p>　　角色理論作為管理工具</p><p>　　在個(gè)人生活中，個(gè)人與幾十個(gè)不同的人有關(guān)系。這些關(guān)系可以是自愿的，也可以是非自愿的，可以是積極的，也可以是消極

99、的。消費(fèi)者的經(jīng)濟(jì)生活也是如此。并非每個(gè)零售商的消費(fèi)者都在尋求長(zhǎng)期的忠誠(chéng)關(guān)系。一些“忠誠(chéng)”的消費(fèi)者甚至可能沒(méi)有自愿選擇進(jìn)入這種關(guān)系。消費(fèi)者可能會(huì)認(rèn)為營(yíng)銷(xiāo)人員的策略是試圖將不受歡迎的關(guān)系強(qiáng)加給不情愿的消費(fèi)者。使用詳細(xì)的親密消費(fèi)者知識(shí)數(shù)據(jù)庫(kù)的關(guān)系策略可能會(huì)讓消費(fèi)者感覺(jué)營(yíng)銷(xiāo)人員在跟蹤他們。正如Fournier，Dobscha和Mick（1998）所指出的，“我們不能期望與我們提供的每一種產(chǎn)品或品牌的每一位消費(fèi)者發(fā)展緊密、專注的關(guān)系。為什么假裝我