Service Innovation and Future Life

This chapter discusses the evolution of customer expectations in the service sector, focusing on the shift from traditional factors like price-performance, convenience, and variety to more experiential aspects such as curiosity, fun, and emotional connection. Furthermore, it addresses the challenge of overwhelming choice, suggesting that services which simplify decision-making are increasingly valued. The concept of multifunctional spaces is introduced, exemplifying how integrating various services into a single location can enhance customer experience. Additionally, the role of service innovation is emphasized in driving “rural vitalization” and supporting the construction of “new infrastructures”, ultimately contributing to a better quality of life.