In this study, we develop a conceptual model to illuminate how firms can better compete through service basing on a process view. In accordance with the thought of organizational ambidexterity, we firstly suggest that the efficiency and flexibility in the operation of service process are equally important for organizations desiring to achieve a superior service performance. Additionally, considering that the ambidextrous behavior of organization members is an effective mechanism to attain ambidexterity, we identify two kinds of service behaviors as the crux to promote the ambidextrous state of service processes, concerning IT usage of service personnel and learning behavior of service leaders respectively.