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The emerging semantic web era makes the entire web, user friendly to the humans by shifting the producer centric paradigm to consumer centric paradigm. Enhancing the web components still more user friendly increases its business value. For this purpose customization has to be done at runtime to provide sophisticated service to the business people and the customers. Business process Customization done for business goal analysis with BPEL, OWL, has shifted to OWL-BPC [web ontology language for business process customization] based on semantic markup language for web based information. We represent the conceptualization in an Extensible Markup Language (XML), based on the semantic markup language for Web-based information, i.e., OWL. The novelty of the work done in this paper is Customization done during or after the runtime time. Enabling the customers to customize the service and process during Requirement process, design process and testing the correctness of process logic while deploying process, modifying dynamically, substituting services and handling Runtime Exceptions according to the rules as services requested by customers. The framework is designed to handle the runtime customization. Dynamic customization is emphasized in the paper and it is the advantage of the proposed approach. We present an architectural description of the problem as a validation of the proposed approach.