Addressing relationships between consumer value and related concepts has dominated both consumer behavior and services marketing literatures of the last 30 years. Since Rust and Oliver (1994) called for a consistent line of research into the links between service quality, value and satisfaction, causal models on these variables (adding loyalty as a final outcome) have proliferated with applications to all settings, as several reviews on the value concept have noticed (e.g., Lin et al., 2005; Boksberger and Melsen, 2011; Gallarza et al., 2011).