WCF service deployment - tools
You can rely on Windows installer using tools like WIX, InstallShield or Advanced Installer. WIX is the only free one albeit it has a higher learner curve. There are other free windows installation software solutions available as well such as NSIS. You can also write your own scripts such as in Powershell to create the IIS virtual directory, application pool and connect to the RDBMS to create the schema. You'll probably also would like to have an undeployment solution so you can uninstall it and upgrade it in the future. The Windows installer based tools almost gives you uninstall for free because it maintains a database of everything that was done during installation sans the custom actions you write such as the database schema setup.
For the user configuration part, some of these tools such as Advanced Installer can create new user accounts. However to define user rights assignment you might have to rely on a custom script using ntrights.exe from the Windows resource kit.
As of my knowledge there is no automated deployment tool available for WCF because its require lots of manual configuration.
But you can try Octopus for .NET applications