Abstract: Considering the corporate social responsibility of service integrators and service quality effort of service providers， optimal strategy in service supply chain is investigated. Utility functions of service integrators and service providers with behavior characters are established based on the quantization of corporate social responsibility and service quality effort. Models are optimized to maximize members’ utilities; thereby， optimal strategy of corporate social responsibility， service quality effort and price are obtained under different constraints. The numerical simulation shows service supply chain members’ optimal utilities have positive correlation with the upper limit of integrators’ social responsibility and providers’ investment budget of service quality effort in most situations. Secondly， in order to ensure the maximum utility， integrators should improve corporate social responsibility and select providers with higher quality effort to collaborate. Finally， to obtain the optimal utility， providers should choose integrators with better corporate social responsibility to collaborate. However， providers should not increase enterprises’ utility blindly by enhancing the investment budget of quality effort.

Key words: quality effort, corporate social responsibility, utility function, service supply chain, optimal strategy