Abstract
This study examines customer interactions at traditional-style sushi bars in Tokyo using an ethnomethodological and conversation analytic approach. Actual interactions were videotaped and analyzed in detail. The findings suggest that sushi chefs test customers by posing a difficult question, that less experienced customers show their orientation to whether their answer is appropriate, and that experienced customers produce a concise answer without such orientation. This is all done in a routine, mundane, and matter-of-fact way. The chefs define that their customers should be able to answer the question without any problem and customers demonstrate their competence through minimal and concise actions. The customer interaction is not only about exchanging information as to what the customers want but also about presentation and negotiation of selves. As an implication, it is briefly discussed that services can be seen as a struggle; beyond meeting customer needs and satisfying customers.
