Remove read only attribute of folder.

Did you create it this way? Creating a User Defined Service in Windows 7
Post screenshot of registry key HKEY_LOCAL_MACHINE\SYSTEM\CurrentControlSet\Services\yourserviceand all its subkeys

Here is from the event log.

Code:

Log Name:      System
Source:        Service Control Manager
Date:          10/3/2013 8:29:11 AM
Event ID:      7000
Task Category: None
Level:         Error
Keywords:      Classic
User:          N/A
Computer:      huiz-desk.corporate.test.com
Description:
The Ivr Service service failed to start due to the following error: 
Access is denied.
Event Xml:
<Event xmlns="http://schemas.microsoft.com/win/2004/08/events/event">
  <System>
    <Provider Name="Service Control Manager" Guid="{555908d1-a6d7-4695-8e1e-26931d2012f4}" EventSourceName="Service Control Manager" />
    <EventID Qualifiers="49152">7000</EventID>
    <Version>0</Version>
    <Level>2</Level>
    <Task>0</Task>
    <Opcode>0</Opcode>
    <Keywords>0x8080000000000000</Keywords>
    <TimeCreated SystemTime="2013-10-03T12:29:11.049186300Z" />
    <EventRecordID>98477</EventRecordID>
    <Correlation />
    <Execution ProcessID="944" ThreadID="7672" />
    <Channel>System</Channel>
    <Computer>huiz-desk.corporate.test.com</Computer>
    <Security />
  </System>
  <EventData>
    <Data Name="param1">Ivr Service</Data>
    <Data Name="param2">%%5</Data>
  </EventData>
</Event>

And scan the system.

Code:

C:\Windows\System32>sfc /scannow

Beginning system scan.  This process will take some time.

Beginning verification phase of system scan.
Verification 100% complete.

Windows Resource Protection did not find any integrity violations.

C:\Windows\System32>

Troubleshooting service startup issues with Process Monitor - WebTopics - Site Home - MSDN Blogs
Solving Access Denied Errors Using Process Monitor

This method shows you what file/registry entry causes the "access denied" and which user did it

In regedit screenshot I cannot read all in ImagePath. Please show whole string!

Change ImagePath value to C:\source\MessagingPlatform\2013Q4\MessagingCFE\VoiceApp\bin\Debug\yourexename.exe

If you want C:\source\MessagingPlatform\2013Q4\MessagingCFE\VoiceApp\bin\Debug\yourexename.exe to run as a service!

service-name\ImagePath

HKLM\SYSTEM\CurrentControlSet\Services\service-name


Data type, Range, Value
REG_EXPAND_SZ, Path and file name, Systemroot\System32\Service-name.exe

Description: Specifies the location of the executable file for the service.