“…However, other authors consider various costs (or sacrifices) to conceptualize value; for example, price directly affects the perceived value (Cater and Cater, 2009). However, considerable evidence exists in marketing literature that the customer’s perceived cost is more than merely the price and includes acquisition costs, transportation, installation, order handling, repairs and maintenance, risk of performance (Anderson and Narus, 1999; Cannon and Homburg, 2001; Cui and Coenen, 2016; Lapierre, 2000; Menon et al , 2005; Sun et al , 2014; Ulaga and Eggert, 2006a). Order handling costs, maintenance and repair costs and logistics-related costs are associated with acquiring and storing products (e.g.…”