The online luxury flash sale businesses such as Gilt, Belle & Clive, and Rue La La contribute to the second largest market share in the online "deal of the day business" (Guisto, 2013). However, despite the potential and hype, there has been a downward trend of thriving online luxury flash sale businesses since 2011 (CNN, 2016).One of the main reasons for the decline of the luxury flash sale sites is due to the customer's dissatisfaction in their experience with the service (O'Brien, 2016). To contribute in how luxury flash sale websites can improve their customer service in order to turn their businesses around, the study explores the strong and weak aspects of the luxury flash sale websites' current customer service, and how those aspects have influenced the consumer's luxury values.