A network system can communicate with user and provider devices to facilitate the provision of a network-based service. The network system can identify optimal service providers to provide services requested by users. The network can utilize context data in matching service providers with users. In particular, the network system can determine, based on context data associated with a user, whether to perform pre-request matching for that user. A service provider who is pre-request matched with the user can be directed by the network system to relocate via a pre-request relocation direction. When the user submits the service request after the pre-request match, the network system can either automatically transmit an invitation to the pre-request matched service provider or can perform post-request matching to identify an optimal service provider for the user.