I am creating an MSI package for installing and starting Windows services using WiX v3.8. The code as follows:
Remember to add "Log on as a service" rights to the [SERVICEACCOUNT],
To add the "Log on as a service" right to an account on your local computer
1) Open Local Security Policy.
2) In the console tree, double-click Local Policies, and then click User Rights Assignments.
3) In the details pane, double-click Log on as a service.
4) Click Add User or Group, and then add the appropriate account to the list of accounts that possess the Log on as a service right.
From: http://technet.microsoft.com/en-us/library/cc739424%28v=ws.10%29.aspx.