An Analysis of Key Factors of the “Omotenashi Consumption” in Restaurants

  • Hiroyuki MiyaiEmail author
  • Chizuru Nishio
Conference paper


“Omotenashi” is basically the Japanese term, which refers to the marking of a special occasion or the displaying to a person or persons their importance to you. Omotenashi can include birthdays, retirement parties, the giving of special gifts, and so on. In this study, the authors explore success factors in “omotenashi consumption (OC)” where consumers used restaurants. Using the critical incident technique, the data involving 1080 cases (incidents) was collected from the perspective of the omotenashi organizer (host). The authors developed a framework to analyze OC based on service encounters and customer encounters. “Customer encounter” refers to the interaction between the host(s) and guest(s). Finally, based on the findings of our study on OC in relation to restaurants, the importance of analyzing consumer-to-consumer interactions during the service consumption is discussed.


Omotenashi Service marketing Consumer-to-consumer interaction Critical incident technique 


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Copyright information

© Springer Japan 2017

Authors and Affiliations

  1. 1.The Graduate School of Business SciencesUniversity of TsukubaTokyoJapan

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