Japan’s Service Sector Fights Back Against Abusive Customer Behavior
Posted on November 25, 2024 by News Desk

In a country celebrated for its impeccable customer service, a concerning trend is emerging: rising instances of abusive and rude behavior toward service industry workers. To combat this, Japanese companies, local governments, and even iconic institutions like Narita International Airport are adopting strict policies to protect their employees. This marks a cultural shift in Japan’s service sector, which has long prided itself on its customer-first approach.
Narita Airport Leads the Charge with Zero-Tolerance Policy
Narita International Airport recently became the first in Japan to implement a zero-tolerance policy against abusive customers. The new rule prohibits verbal abuse, threats, and discriminatory behavior toward staff, addressing growing concerns about worker safety. The airport’s initiative sets a powerful precedent for other businesses grappling with similar issues.
A Narita employee shared a recent incident where a passenger became aggressive over excess baggage fees. “He was banging on the counter and yelling, refusing to pay,” she recounted, highlighting the need for stricter measures to protect employees.
Broader Industry and Government Actions
The issue extends far beyond airports. A survey by the UA Zensen Union revealed that nearly 47% of Japan’s service workers had faced some form of harassment from customers over the past two years. For some, the trauma has been so severe that counseling was necessary.
Recognizing the gravity of the situation, the Tokyo Metropolitan Government passed an ordinance last month aimed at safeguarding workers from abuse and harassment. This regulation is part of a broader movement to ensure that workers in Japan’s service industry feel valued and protected.
Corporate Solutions: Policies, Training, and Technology
Japanese companies are actively devising ways to handle confrontational customers:
- Airlines Lead with Guidelines: All Nippon Airways (ANA) and Japan Airlines (JAL) have introduced explicit bans on abusive language, threats, and unreasonable demands.
- Technology to the Rescue: Telecommunications giant Softbank developed an AI-powered tool that alters the voices of angry callers, making them sound calm and helping de-escalate tense situations.
- Convenience Stores and Training: Many retail businesses have introduced staff training programs and warning signs to deter unruly behavior.
The Cultural Context and Changing Norms
Japan’s high standards of customer service have historically set a benchmark for politeness in customer-staff interactions. However, Roy Larke, a retail expert, points out that these standards also create high expectations for customer decorum. The rise in aggressive behavior represents a breakdown of these norms, which can be jarring in a culture rooted in mutual respect.
Morinosuke Kawaguchi, a technology analyst, suggests that the trend may feel amplified due to social media, where incidents of customer misbehavior are frequently recorded and shared. Regardless, companies agree that aggression toward staff is a growing problem that needs to be addressed.
A Call for Change
As Japan grapples with this shift, its service sector is working to strike a balance between maintaining exceptional customer service and ensuring employee well-being. Initiatives like Narita Airport’s zero-tolerance policy are vital steps in fostering a safer, more respectful environment for workers and customers alike.