Analyzing the Impact of Online Customer Feedback: Focusing on Migrant Indonesian Women Managing Restaurants

Abstract

In response to labor market challenges, many Indonesian women, particularly unskilled workers, sought employment overseas, notably in East Asian countries like Taiwan, Hong Kong, Japan, and South Korea. This migration led to significant entrepreneurial ventures in the hospitality industry, where these women utilized their skills and experiences to establish culturally significant businesses. This research investigates the experiences of these Indonesian women entrepreneurs, analyzing online reviews of 20 restaurants they manage across East Asia. The findings, based on KH-coder software analysis, reveal an average customer satisfaction with the key themes identified include food variety, pricing, ownership, and overall dining experience. Notably, the term "lady" is often associated with 5-star ratings, suggesting a link between female management and high customer satisfaction. Conversely, terms like "expensive" and "small" correlate with lower ratings, highlighting the importance of value and portion size. This research contributes to understanding female management in the restaurant industry, demonstrating that women-led establishments can thrive in competitive markets. It also emphasizes the multifaceted nature of customer satisfaction and the role of these entrepreneurs in cross-cultural culinary exchange. The study enriches the discourse on migrant women's entrepreneurship in tourism and hospitality, underscoring their adaptability and resilience.