This research attempts to investigate theoretical model of the relationships of customer service flexibility strategy on service performance through service innovation, service excellence, service value, and service satisfation are consequences of customer service flexibility strategy via the moderating effects of service experience. Additionally, modern service leadership, customer learning capability, marketing resource readiness, employee knowledge richness, and market environment uncertainty are antecedents of customer service flexibility strategy. With respect to the research objectives and research questions, there are many variables proposed in the research. Customer service flexibility strategy is an independent variable and refers to an ability of service providers in which to response the customer needs to enhance the level of customer satisfaction that is the feeling that a product or service has met the customer expectation under various condition and in all situations that have occurred.