This paper discusses the concept of customer value, customer perceived value at first. The authors next bring forward the value orientations, value dimensions and the metrics. After that, this paper builds a model which researches the relation among customer perceived value dimensions, customer satisfaction, and customer value of service enterprises. The empirical study shows that different value dimensions play different roles in customer satisfaction and customer value, and that consumers attach great importance to technical capabilities, as well as the aesthetic dimensions of human services. Therefore, service companies should change, based on customer perceived value of the era and the development, and adjust the marketing strategy to achieve success: by strengthening the brand's cultural identity, implementing different strategies and emphasizing on the style and features of service process and experience, to improve customer satisfaction and create customer value.