This study examines the antecedents and consequences of consumers' comparative value assessments across the relationship life cycle. The study positions service quality and the attractiveness of alternatives as value antecedents, and finds that while service quality is more strongly related to value in the exploration, expansion, and commitment life cycle phases, the two variables are of equal importance in the dissolution phase. The study examines the consequential effects of service quality, value, and satisfaction on share-of-customer, and finds that the effects associated with service quality and value are much more pronounced. Theoretical and managerial implications are discussed. © 2011 Elsevier Inc..