Abstract: Service elements configuration is an important link of service design. How to consider customer choice behavior so as to optimize the service elements configuration is an important issue which needs to be concerned. An optimization configuration method for service elements considering customer choice behavior was proposed in order to solve the service elements optimization configuration problem. Firstly， the aspiration level for each service item and the demand satisfaction degree for each service element were obtained by questionnaire survey among target customers. Then， target customers’ psychological perception of elation and disappointment was described by constructing the utility function. Furthermore， the customer choice behavior model for service product was established to calculate the probability of target customer group choosing the service product. Moreover， the optimal service elements configuration alternative was determined by establishing and solving the optimization model. Finally， the feasibility and validity of proposed method are illustrated by an example.

Key words: service design, service elements, optimization configuration, customer choice behavior, optimization model