In the section:
serviceName - Specifies the name of the published service. This property is mapped to the name attribute of the wsdl:service element that defines the published service. The default is to use the name of the service's implementation class. Note: Not allowed on the SEI
Here's what I found, the default cxf v2.1.3 is to use the Interface name, not the implementation class name. Also, the only way that I could change the service name was to set serviceName in the SEI. The doc above states that it's not allowed there.