Increasingly, more software services have been published onto the Internet, making it a big challenge to recommend services in the process of a scientific workflow composition. In this paper, a novel context-aware approach is proposed to recommending next services in a workflow development process, through learning service representation and service selection decision making behaviors from workflow provenance. Inspired by natural language sentence generation, the composition process of a scientific workflow is formalized as a step-wise procedure within the context of the goal of workflow, and the problem of next service recommendation is mapped to next word prediction. Historical service dependencies are first extracted from scientific workflow provenance to build a knowledge graph. Service sequences are then generated based on diverse composition path generation strategies. Afterwards, the generated corpus of composition paths are leveraged to study previous decision making strategies. Such a trained goal-oriented next service prediction model will be used to recommend top K candidate services during workflow composition process. Extensive experiments on a real-word repository have demonstrated the effectiveness of this approach.