this happens to those of us who allow ourselves to be treated like a doormat, if you feel someone is taking your kindness for granted, make the uncomfortable confrontation and tell them how their action is affecting you, if its your hubby then def say it, you have your whole lifetime with him, this will have serious affects on your relationship, and your self confidence.
If you feel its your friends are doing this, then again tell them, and then keep your distance, if they can't appreciate your worth, then there not worth your efforts.