Method, apparatus, and system for providing a service

A user terminal comprising:

• a Near Field Communication (NFC) module configured to obtain tag information by reading a tag attached to an object;
• and
• a controller which obtains service access information from an Object Directory Service (ODS) server when the tag is read in a situation and which requests a customized information service by accessing a service providing server in accordance with the obtained service access information, the service access information corresponding to at least one from among the tag information and identification information.

A method for providing a customized information service to a user via a user terminal, the method comprising:

• reading a tag attached to an object;
• and
• receiving the customized information service based on first information retrieved from the tag and second information from the user terminal.