It is often said that the customer is always right or even that the customer is king. The corresponding Japanese proverb says that the customer is God (in Japanese, “okyakusama wa kamisama desu”). In fact, even the word customer (kyakusama) expresses particular respect and veneration, as it means honoured guest. This section shall provide you with some information on what to expect from Japanese consumers as well as what they will expect from you!
Stockholm School of Economics, The Customer is God, 2007
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