There are two service customization models available for enterprises: “one-to-one” service customization tailored to personal needs and “one-to-many” service customization tailored to the needs of multiple individuals. How to choose between the two customization models for enterprises to stimulate consumer willingness to pay a premium? Drawing on the social cognitive theory, this paper explores the impact and underlying mechanisms of service customization models and self-construal on consumer willingness to pay a premium through three experimental designs, as well as the boundary conditions that may have an impact. The results show that: (1) The impact of service customization models and self-construal on consumer willingness to pay a premium has a matching effect. Specifically, consumers with an independent (vs. interdependent) self-construal exhibit stronger willingness to pay a premium for customized services in the “one-to-one” (vs. “one-to-many”) customization model. (2) Perceived differentiation mediates the impact of self-construal on consumer willingness to pay a premium in the “one-to-one” service customization model, while collective efficacy mediates the impact in the “one-to-many” service customization model. (3) The communication style of service personnel plays a moderating role in the impact of service customization models and self-construal on consumer willingness to pay a premium. Specifically, when service personnel exhibit a task-oriented (vs. socially-oriented) communication style, consumers with an independent (vs. interdependent) self-construal demonstrate higher willingness to pay a premium for participating in “one-to-one” (vs. “one-to-many”) service customization. This paper not only enriches the relevant research on service customization, but also provides important insights for enterprises to choose service customization models and effectively stimulate consumer behavior.