Value is the key building block of relationship marketing (Holmlund and Kock, 1996; Ulaga and Eggert, 2005; Cater and Cater, 2009 b) and relationship-based strategies in building a firm’s competitive advantage (Morgan and Hunt, 1994). Furthermore, Holbrook (1994:22) stated that “Value has usually been the fundamental basis for all marketing activity”. The concept of value is polysemous (Zeithaml et al., 1996; Monroe, 1990; Gallarza and Gil, 2006; Ulaga and Eggert, 2006 a, b).