  As the plug-in electric vehicle (PEV) market expands worldwide, PEV
penetration has out-paced public PEV charging accessibility. In addition to
charging infrastructure deployment, charging station operation is another key
factor for improving charging service accessibility. In this paper, we propose
a mathematical framework to optimally operate a PEV charging station, whose
service capability is constrained by the number of available chargers. This
mathematical framework specifically exploits human behavioral modeling to
alleviate the "overstaying" issue that occurs when a vehicle is fully charged.
Our behavioral model effectively captures human decision-making when humans are
exposed to multiple charging product options, which differ in both price and
quality-of-service. We reformulate the associated non-convex problem to a
multi-convex problem via the Young-Fenchel transform. We then apply the Block
Coordinate Descent algorithm to efficiently solve the optimization problem.
Numerical experiments illustrate the performance of the proposed method.
Simulation results show that a station operator who leverages optimally priced
charging options could realize benefits in three ways: (i) net profits gains,
(ii) overstay reduction, and (iii) increased quality-of-service.
