In the service industry, ethics can be observed by studying the nature of this activity. However, literature of the service industry is recently discussing ethics in a philosophically meaningful way beyond the traditional pragmatic and financial success scope. In this study, a model of ethics in the professions will be use to formulate the ethics of service relationships to conceptualize the role of service providers and formulate a value-maximizing ethics theory that includes both the service provider and the customer. Therefore, we propose a role-based ethics model for the service industry that establishes standards for the fulfillment of social obligations, specialized knowledge and skills for the benefit of an organization. This model will provide a framework for ethical decision making in the service industry which should be of practical use to service providers and Frontline Employees (FLEs) in their daily work activities and it can assist academics and professionals in portraying the service industry as an enterprise in which an ethical conduct is rightly expected. The model involves practical implications from the business perspective as well as social implications from an ethical standpoint.