中文摘要：

服务有别于有形产品的一个特征就是生产和消费过程是同时进行的，从而使得顾客参与服务的生产成为不可避免。在不同的顾客参与水平下，顾客在服务的生产和提供中扮演的角色不同，对服务企业做出的贡献不同，相应的企业顾客管理策略也有所不同。对前人有关服务企业顾客角色的文献进行疏理，可以归纳出顾客作为被动的依赖者角色、产品角色、服务企业竞争者角色、满意度和服务质量的贡献者角色、组织顾问角色、营销者角色、生产资源角色、领导的替代者角色、其他顾客的指导者角色等九种角色。对顾客角色有清晰的认识有利于企业充分利用顾客能力，强化顾客的作用，提高企业的竞争优势。

英文摘要：

Different from tangible products, service involves production and consumption simultaneously so that it makes customer＇ s participation inevitable. As different customers play different roles in the process, they influence the enterprises differently. Therefore, strategies of customer management applied are different accordingly. Based on a review of the researches in this field, customer＇s role-play has been concluded as follows： the dependent, the competitor, the consultant, the salesperson, the productive re-sources, leader＇s replacer and the guider of potential customers etc. Customer＇s motivation and capability requirement as well as the experience which is significant to the management of service enterprises are also discussed herein. Accurate understanding of customer＇s role-play will be beneficial to get full use of cus-tomer＇s capability and enhance competitiveness of the enterprises.