Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers’ values composition may predispose them to interpret their relationships...

The authors note how the lack of proper support services impedes the adoption process for capital goods characterized as installations. Unstructured interviews were conducted with key managers, technical personnel, and boundary role individuals. In particular, service support factors between...