“…How do customers manage multiple roles and identities, and how do customers prepare, encounter, and adjust role states in their daily life? (Lynch, 2007;McColl-Kennedy, Danaher, Gallan, Orshingher, Lervik-Olsen and Verma, 2017;McColl-Kennedy, Snyder, Elg, Witell, Helkkula, Hogan and Anderson, 2017;McColl-Kennedy et al, 2012). In fluid arrangements, who takes the role of the decision maker?…”