What Sustains Service Quality (3) – Seeds of Marketing No.52

What Does “Sustainable Service” Really Mean? Japan’s service industry is globally recognized for its excellence in the “soft” aspects of hospitality—meticulous attention to detail, user-centered innovations, and the deeply rooted spirit of omotenashi (thoughtful hospitality). These qualities undeniably make Japanese service culture stand out on the world stage.

But if the people delivering this high-quality service are not receiving fair compensation or working under sustainable conditions, can we truly call that a viable system? 💼💔 When “the harder you work, the less you earn” becomes the reality—or when dedication is prioritized over efficiency—then even the most exceptional services risk being worn down over time. Balancing Technology with Human Effort As we move into the future, it’s crucial to strike a balance between technology and human effort. For example, automation systems at airports or AI-powered customer service tools can help shift staff focus to more meaningful, high-touch interactions. Still, no matter how far technology advances, there will always be value that only human hands and hearts can create. That’s why these human contributions must be recognized and fairly compensated. Otherwise, Japan’s renowned omotenashi may slowly fade away… 😔

Looking Behind the Scenes of Service

How often do we truly notice the human effort behind the services we enjoy? 🌱 The fact that our luggage arrives promptly at the airport, or that we can relax comfortably in a hotel—these are all made possible by countless unseen hands, thoughtful planning, and dedicated labor. To ensure that such efforts are valued and passed on to the next generation, we must look beyond our roles as consumers. Rather than simply enjoying the service, we should ask: What can be improved in the system itself? This shift in perspective may be essential for building a more sustainable service economy. Please take a moment to reflect on what kind of service society we want to build—and how we can better support the people who make it possible. (End)