Service innovation, service excellence, service value, and service satisfaction are hypothesized to positively mediate customer service flexibility strategy and service performance relationships. Firstly, service innovation refers to a new service concept or process have been development or seriously improved and unlike what exists allow create new value and advantage. Secondly, service excellence is defined as the service nature reputation, best, and preeminence than the competition and serve exceeded customer expectations. Thirdly, service value refer to the superior service quality and new experience which customer received, and evaluated regarding to what is received (e.g., benefits, quality, or performance) that are worth more than what is paid (e.g., price, or cost). Likewise, both service innovation, service excellence, and service value consist of VRIN (value, rare, inimitable and non-substitutable) attributes of RBV. Lastly, service satisfaction is defined as ability of serving to response and fulfillment of customer needs existing quickly or beyond expectation that customer has received.