How to Choose a Funeral Home: 1 in 4 Rely on Referrals from Friends and Family! What Do Those Who've Experienced It Trust Most?

How Do People Choose a Funeral Home? Are There Points They'd Like Improved?

Funerals, which send off family members and loved ones, are not events people experience frequently in their lifetime.

When it comes time to take charge of a funeral oneself, some may feel confused, wondering, "Which funeral home should I choose?"

To address this, we conducted a joint survey with "Murata Funeral Service," a funeral home based in Matsuyama, Ehime Prefecture, targeting 400 men and women nationwide who, in a preliminary survey, responded that they had experience serving as the chief mourner or family member at a funeral. We surveyed them on "how they choose a funeral home" and are now introducing the results published on our website.

※ When quoting this press release, please adhere to the following: ・ Indicate the source as "Survey by NEXER Group Corporation and Murata Funeral Service" ・ Include a link to Murata Funeral Service (https://www.murata-group.co.jp/) ・ Include a link to the relevant article (https://www.murata-group.co.jp/【葬儀社の選び方】4人に1人は「知人・親族の紹介/)

Survey Overview: "How to Choose a Funeral Home" Questionnaire Survey Method: Online questionnaire Survey Period: May 6 – May 17, 2026

Target Respondents: Nationwide men and women who, in a preliminary survey, answered that they had experience serving as the chief mourner or family member at a funeral

Valid Responses: 400 samples Survey Questions: Question 1: How did you choose your funeral home?

Question 2: Were you satisfied with the funeral home’s service?

Question 3: Are there any aspects of the funeral home’s service you felt needed improvement?

Question 4: Please specify any points about the funeral home’s service you felt needed improvement.

Question 5: What point will you prioritize most when choosing a funeral home in the future?

Question 6: Please explain your reason.

※ Percentages are rounded to the nearest hundredth, so totals may not add up to exactly 100%.

23.3% Chose Their Funeral Home Based on "Referrals from Friends or Relatives"

First, we surveyed how people selected their funeral home.

23.3% responded "referrals from friends or relatives," and 20.8% said they reused a funeral home they had used before.

It is clear that one in four people chose their funeral home based on referrals from friends or relatives.

Next, we asked whether they were satisfied with the funeral home’s service.

29% responded "very satisfied," and 62.5% said "somewhat satisfied," meaning a total of 91.5% expressed satisfaction with the funeral home’s service.

Although most people were satisfied with the service, are there any points they felt could be improved?

We surveyed whether respondents felt there were aspects of the funeral home’s service that needed improvement.

15.8% said there were points they wanted improved, while 84.3% said there were none.

It appears that most respondents did not feel there were significant areas needing improvement.

However, among the minority who did feel improvements were needed, we collected their feedback, some of which we introduce below.

Points respondents felt needed improvement in the funeral home’s service:

・ The crematorium was crowded, causing delays in the funeral date. (Female, 30s)

・ Please refrain from private conversations. If the schedule is set, all staff should be fully aware. (Female, 30s)

・ I wish they had been more empathetic. (Female, 40s)

・ The assigned staff kept changing, so I had to repeatedly explain things from the beginning, which was troublesome. (Male, 50s)

・ Service quality varied depending on the assigned staff member. (Male, 60s)

・ I was a member of the funeral home, but the budget greatly exceeded expectations. I’d like clearer information on costs. (Female, 70s)

Many expressed a desire to improve the constantly increasing prices.

Some felt the final cost was much higher than the brochure price, while others mentioned that numerous add-on options drove up the price, and they had little time to consider them.

Especially for those who joined mutual aid societies or membership plans, exceeding the budget may have intensified their dissatisfaction.

Regarding non-price-related aspects of the funeral home’s service, there were few common points among the improvement suggestions, indicating a wide range of personal feelings.

53.8% Said the Most Important Point When Choosing a Funeral Home in the Future Is "Clarity of Costs and Plans"

We surveyed what point respondents would prioritize most when choosing a funeral home in the future.

53.8% selected "clarity of costs and plans," and 24.5% chose "staff responsiveness and trustworthiness."

Together, "clarity of costs and plans" and "staff responsiveness and trustworthiness" accounted for approximately 80%, showing these are strongly desired qualities.

We also collected reasons for these responses, some of which we introduce below.

Reasons for selecting "clarity of costs and plans":

・ I prefer to have a clear understanding of the costs. (Female, 20s)

・ Funeral costs are often unclear, and additional fees may arise later. (Male, 30s)

・ I want costs and services to be clearly defined in advance. (Female, 40s)

・ Transparent accounting is important. (Male, 40s)

・ Since funerals are rare events, it's hard to understand the cost structure. (Female, 50s)

・ There were many additional or separate charges, such as flower costs. (Male, 60s)

Reasons for selecting "staff responsiveness and trustworthiness":

・ I felt trustworthiness is essential. (Female, 30s)

・ It's important for smoothly conducting the funeral. (Male, 40s)

・ The staff’s consideration can change the atmosphere. (Female, 40s)

・ The assigned staff provided excellent service, allowing us to send off our loved one peacefully. (Female, 50s)

・ If the assigned staff is trustworthy, the bereaved family can feel at ease. (Male, 60s)

・ First and foremost, whether the staff shows respect for the deceased. (Male, 70s)

Those who selected "clarity of costs and plans" included people seeking transparent pricing structures and those dissatisfied with unexpectedly high costs due to hidden or additional fees.

Since funerals are rare events, people may not know the market rates for services.

Some reported feeling pressured into accepting the funeral home’s recommendations or remained anxious during the funeral due to unclear pricing.

To honor the final moments with the deceased, a clear and transparent pricing structure is desired.

Those who selected "staff responsiveness and trustworthiness" expressed gratitude for staff who empathized with the bereaved family during the funeral or provided accurate advice.

The staff’s thoughtfulness and care can significantly influence the atmosphere.

It’s natural to want to entrust such an important moment to reliable and trustworthy staff.

Summary

This time, we conducted a survey on "funeral home service" and introduced the results.

When choosing a funeral home, one in four people decided based on referrals from friends or relatives.

One in five reused a funeral home they had previously used.

Since people rarely have the experience of hiring a funeral home, referrals and past experiences serve as reliable references.

Regarding service, a total of 91.5% responded that they were satisfied, indicating high overall satisfaction.

However, there are still points for improvement, particularly