Techniques are provided to generate and store a network graph database comprising information that indicates a service node topology, and virtual or physical network services available at each node in a network. A service request is received for services to be performed on packets traversing the network between at least first and second endpoints. A subset of the network graph database is determined that can provide the services requested in the service request. A service chain and service chain identifier is generated for the service based on the network graph database subset. A flow path is established through the service chain by flow programming network paths between the first and second endpoints using the service chain identifier.