Self-perception, Omotenashi and Co-creation value: Conceptual Framework for Japanese Hospitality Study
Keywords:
Self-perception, Omotenashi, Japanese hospitality, Co-creation Value, InterdependenceAbstract
The increasing proportion of service industry in business activity represents its importance in Thai economy. However, productivity of service sector is relatively low in comparison to its manufacturing counterpart. Drawing on Markus & Kitayama (1991)’ s theory on Japanese-self of interdependence in socialization process, this paper aims at investigating the origin and component of Omotenashi, the Japanese hospitality, in customer service settings, and providing a conceptual framework to develop these skills to service providers as a strategy to enhance their productivities. Self-perception influences Omotenashi and in turn affects value co-creation customer behaviors leading to customer delight, brand equity. Hypotheses are constructed through the analysis of previous literature research in accordance with grounded theory methodology. The analysis address 4 issues ; 1) the relation between Japanese tea ceremony and Omotenashi 2) the influence of Japanese-self toward Omotenashi 3) meaning and origin of Omotenashi and 4) the relationship between Omotenashi and value co-creation customer behavior. Findings are developed into a framework of study on Omotenashi . They shed light on not only where Omotenashi comes from but also how it influences service productivities. These results also laid a foundation for further studies in developing hospitable service staffs to develop their performance and increase total factor productivity in service sectors as well as to promote products and service business in Thailand. Suggestions for future research are also discussed.
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