努める

1. Origins, structure, and basic meaning

• Structure: 努める(つとめる) means to make an effort toward a goal.
• Basic usage: It describes a shop making ongoing efforts to improve customer service.
  • 店は接客の質を高めるよう努めている。

2. Common pitfalls and similar expressions

• Three verbs with the same reading
  • 会社に勤める means to work for a company, and 司会を務める means to act as a host or moderator. 改善に努める means to strive for improvement; all three verbs are read つとめる.
• The aim of the effort
  • A noun can be followed by the verb as in 改善に努める; an action can be expressed as in 改善するよう努める.