Not sure what exactly you are looking for, there 2 cases
Get the total services being taken when its = 1 per customer.
Get the count of customers per service when its = 1
With the above you can try the following query, however its always better to provide more information on the expected output in the question.
For the first case you can do something as
select
s.id_cliente,
sum(s1.ser1+s1.ser2+s1.ser3+s1.ser4) as tot_services
from services s
inner join
(
select
id_cliente,
case when serv_cuidpess = 1 then 1 else 0 end as ser1,
case when serv_ali = 1 then 1 else 0 end as ser2,
case when serv_hab = 1 then 1 else 0 end as ser3,
case when serv_roupa = 1 then 1 else 0 end as ser4
from services
)s1 on s1.id_cliente = s.id_cliente
group by s.id_cliente;
For the 2nd case you can do something as
select
serv1_client_count,
serv2_client_count,
serv3_client_count,
serv4_client_count
from services s
inner join
(
select
s1.id_cliente,
sum(s2.ser1) as serv1_client_count,
sum(s2.ser2) as serv2_client_count,
sum(s2.ser3) as serv3_client_count,
sum(s2.ser4) as serv4_client_count
from services s1
inner join
(
select
id_cliente,
case when serv_cuidpess = 1 then 1 else 0 end as ser1,
case when serv_ali = 1 then 1 else 0 end as ser2,
case when serv_hab = 1 then 1 else 0 end as ser3,
case when serv_roupa = 1 then 1 else 0 end as ser4
from services
)s2 on s2.id_cliente = s1.id_cliente
)t on t.id_cliente = s.id_cliente
UPDATE
From the comment
The Output should show how many have 1 service not service 1.. How many have 2 services not service 2
Here is what you can do
select
sum(client_count) as client_count,
serv_count
from services s
inner join
(
select
s1.id_cliente,
1 as client_count,
sum(s2.ser1+s2.ser2+s2.ser3+s2.ser4) as serv_count
from services s1
inner join
(
select
id_cliente,
case when serv_cuidpess = 1 then 1 else 0 end as ser1,
case when serv_ali = 1 then 1 else 0 end as ser2,
case when serv_hab = 1 then 1 else 0 end as ser3,
case when serv_roupa = 1 then 1 else 0 end as ser4
from services
)s2 on s2.id_cliente = s1.id_cliente
group by s1.id_cliente
)t on t.id_cliente = s.id_cliente
group by serv_count