A service provision system includes an extraction unit that extracts an associated service corresponding to a user of a service provision apparatus from plural services of the service provision apparatus, a storage control unit that stores, in a storage unit, identification information for identifying a transmitter which is carried by the user and which transmits a wireless signal and information regarding the associated service while associating the identification information and the information regarding the associated service with each other, an obtaining unit that obtains the identification information included in the wireless signal transmitted without requiring the user to perform an operation, and a display control unit that receives, from the storage control unit, the associated service corresponding to the identification information obtained by the obtaining unit and that displays the associated service on a display unit of the service provision apparatus.