As consumers’ concerns about the sustainability of firms and products have escalated (Mair 2011; McKercher and Prideaux 2011; Sloan, Legrand, and Chen 2013), researchers have begun to study sustainability from a supply chain management and multistakeholder approach. This line of research considers the effect of customers on supply chain management, and, further, examines how hotels and tourism businesses can engage their customers to make their operations more sustainable. For service businesses, customers are integral to the service system because they actively participate in many aspects of the supply chain, based on the research that I describe in this paper. Moreover, advances of the social internet further empower customers and their social communities to participate in the design and operations of sustainable service systems by becoming codesigners, coproducers, and comarketers of those services.