The key research question are “How does customer service flexibility strategy is related to service performance?” and “How does the firm enhance customer service flexibility strategy?” In addition, the specific research questions are presented as follows:
1. How does each dimension of customer service flexibility strategy; customer adaptation focus, customer response awareness, individual need concerns, participation based service orientation, and service choices emphasis have an influence on service excellence, service innovation, and service value?
2. How do service excellence, service innovation, and service value have an influence on service satisfaction, and service performance?
3. How does service satisfaction has an influence on service performance?
4. How do modern service leadership, customer learning capability, marketing resource readiness, employee knowledge richness, and market environment uncertainty have an influence on each dimension of customer service flexibility strategy? and
5. How does service experience moderate the relationships among each dimension of customer service flexibility strategy, service excellence, service innovation, and service value?