The purpose of this study is to validate the multi-level concept of operations strategy using reflective-formative model at a higher order for service industries. A pilot study of selected services firms was done. In this study, 140 questionnaires were distributed conveniently to managers, middle managers, and top managers of 25 selected service organizations to test the instrument, of which 121 questionnaires were returned and found usable for further investigation. To assess the measurement scale, factor analysis using varimax rotation was conducted.  Kaiser-Meyer-Olkin (KMO) and Bartlett’s test of Sphericity were used to demonstrate the suitability of factor analysis. Principle component analysis revealed the presence of seven factors with eigenvalues exceeding 1, explaining 69.505% of the total variance. The result indicated that the reliability of the six factors exceeds the threshold value of 0.70. A conceptual model is then proposed.