Evolving Customers Expectations of Japanese Restaurants in a Post-Covid Era: Indonesia Evidence

Anthony Cottan, John Purba, Anton Wachidin Widjaja, Rizaldi Parani

Abstract


Abstract

The popularity of Asian restaurants worldwide has been gaining momentum due to various attributes such as food trends, health concerns, and unique Asian flavors. Specifically in Indonesia, Japanese cuisine is booming due to, amongst other things, J-pop, tourism ties, and strong business relations. The 'pause' forced by Covid-19 seems to have created more attention to the healthier elements of Japanese cuisine, like naturally prepared Sushi, and subsequently, post-Covid era. The shifting customer expectations when choosing 'which' Japanese restaurant style is preferred should be understood in greater detail. This research investigates the Japanese restaurant industry in Indonesia through small focus group discussions. It utilizes a phenomenological qualitative technique to capture the lived experiences of consumers within the Indonesian market. While several studies exist to explore the evolving demands of consumers, few of them explore the topic from the view of consumers rather than restaurants or corporations.  The current study examines the topic from the perspectives of customers who currently and frequently visit Japanese restaurants in Indonesia. The study aims to understand better customers' intent to visit one Japanese restaurant versus another, alluding to what marketing approach the business needs to take to meet customer needs in a post-covid era.

Keywords


Asian restaurants. Japanese restaurants. Post-Covid. Marketing approach. FG

Full Text:

PDF

References


References

Agrawal, S., & Trivedi, P. (2020). Effect of Word of Mouth Publicity on Restaurant Industry. International Journal of Research and Analytical Reviews, 7(3), 650-670.

Al-Mamun, A. (2021). Diffusion of Japanese Culture in Bangladesh. In P. A. George (Ed.), Japanese Studies in South Asia: New Horizons (pp. 138-155). New Delhi: Northern Book Centre.

Andriyani, N., & Hidayat, Z. (2021). The Influence Factors on Customer Satisfaction and Loyalty in Distribution: An Empirical Study on Sushi Tei Restaurant, Jakarta. Journal of Distribution Science, 19(6), 51-64.

Asthu, A. A., & Putra, W. K. (2021). Demographical Analysis and Cultural Characteristic to Attract Japanese Tourists to Indonesia. Binus Business Review, 12(3), 231-239.

Bernarto, I., Purwanto, A., & Masman, R. R. (2022). The Effect of Perceived Risk, Brand Image, and Perceived Price Fairness on Customer Satisfaction. Jurnal Manajemen, XXVI(01), 35-50.

Bourlier, A., & Gomez, G. (2017). Strategies for Expanding into Emerging Markets with E-Commerce. Retrieved from UNCTAD: https://unctad.org/system/files/non-official-document/dtl-eWeek2017c08-euromonitor_en.pdf

Byrd, K., Her, E., Fan, A., Almanza, B., Liu, Y., & Leitch, S. (2021). Restaurants and COVID-19: What are consumers' risk perceptions about restaurant food and its packaging during the pandemic? International Journal of Hospitality Management, 94 (102821), 1-10.

Dzulkifli, A. N., Kusumawati, A., & Mawardi, M. K. (2015). The Analysis of Japanese Restaurant's Marketing Strategies: Case of Saboten Shokudo Restaurant and Sugoitei Restaurant, Malang. Jurnal Admnistrasi Bisnis, 3(1), 1-9.

Ernawati, H., & Suwandojo, D. (2019). Consumer Preferences for Indonesian Food. Journal of Indonesian Economy and Business, 34(3), 280-293.

Hidayat, A., Adanti, A., Darmawan, A., & Setyaning, A. N. (2019). Factors influencing Indonesian Customer Satisfaction and Customer Loyalty in Local Fast-Food Restaurant. International Journal of Marketing Studies, 11(3), 131-139.

Hoang, T., & Suleri, J. (2021). Customer behaviour in restaurants before and during COVID-19: A study in Vietnam. Research in Hospitality Management, 11(3), 205-214.

Jatupornmongkol, P., & Mahamud, T. (2021). Factors Affecting Consumer Choice Behavior at Japanese Restaurants in Bangkok. 34th International Conference on "Marketing, Education, Social Sciences & Humanities", (pp. 49-52). Pattaya, Thailand.

Jonathan, C., Marion, E., & Dewi, P. (2020). Development of Japanese Community in Blok M area seen from aspect of business and industry. IOP Conference Series Earth and Environmental Science, 452(1): 012068, 1-7.

Khan, M. R., & Ghouri, A. M. (2018). Enhancing Customer Satisfaction and Loyalty Through Customer-Defined Market Orientation and Customer Inspiration: A Critical Literature Review. International Business Education Journal, 11(1), 25-39.

Kotkowski, R., & Polasik, M. (2021). COVID-19 pandemic increases the divide between cash and cashless payment users in Europe. Economics Letters, 209 (110139), 1-6.

Lockett, A. R. (2018). Online Marketing Strategies for Increasing Sales Revenues of Small-Retail Businesses. Retrieved from Walden University: https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=7175&context=dissertations

Mim, S. J., & Ferdous, M. A. (2021). Factors Influencing Customers Satisfaction in Hospitality Industry: Fine Dining Restaurants. Retrieved from University of Gavle: https://www.diva-portal.org/smash/get/diva2:1530554/FULLTEXT01.pdf

Misachi, J. (2017, April 25). Islam in Indonesia. Retrieved from World Atlas: https://www.worldatlas.com/articles/islam-in-indonesia.html

Nguyen, T. (2022, September). Indonesia's Controversial Fuel Price Hike Was Actually Necessary. Retrieved from Carnegie Endowment for International Peace: https://carnegieendowment.org/2022/09/20/indonesia-s-controversial-fuel-price-hike-was-actually-necessary-pub-87947

Nicola, M., Alsafi, Z., Sohrabi, C., Kerwan, A., Al-Jabir, A., Losifidis, C., . . . Agha, R. (2020). The socio-economic implications of the coronavirus pandemic (COVID-19): A Review. International Journal of Surgery, 78, 185-193.

Norris, C. L., Taylor, S., & Taylor, C. (2021). Pivot! How the restaurant industry adapted during COVID-19 restrictions. International Hospitality Review, 35(2), 132-155.

Ray, A., & Ma, L. (2021). Operational Changes and Performance Outcomes: Analysis on Hotels of Five Asia-Pacific Countries. International Journal of Global Business and Competitiveness, 16(1), 77-88.

Rusiyani, S., Suleman, D., Zuniarti, I., Nurhayaty, E., Puspasari, A., & Mustomi, D. (2022). Mediation of Consumer Satisfaction on Product Quality and Quality of Service to Customer Loyalty Hanamasa Restaurant in Jakarta. International Journal of Social and Management Studies, 3(6), 71-77.

Sembiring, V. A., Prabandari, W. D., & Taviprawati, E. (2021). The Effect of Personal Hygiene on Customer Satisfaction at Aston Bellevue Hotel Jakarta During the Covid-19 Pandemic. Advances in Economics, Business and Management Research, 200, 33-41.

Septiani, J., & Marizar, E. S. (2022). Implementation of Japanese Style Interior Design in Shabu Kojo Restaurant Bandung. Advances in Social Science, Education and Humanities Research, 655, 778-783.

Setiawati, R. W., & Bernarto, I. (2022). Effects of Service Quality, Food Quality, and Price Fairness Customer Satisfaction at Japanese restaurant 3 Wise Monkeys, Jakarta. Budapest International Research and Critics Institure-Journal, 5(2), 8921-8934.

Situmorang, H., Sibarani, R., & Sibarani, E. (2021). Changes in the Characteristics of Japanese Traditional Food Management in the Japanese Restaurants in Medan. Academy of Entrepreneurship Journal, 27(2), 1-11.

Tamotia, M., & Bhutada, B. (2020). Quick-Service Restaurants in Southeast Asia — Quickly Bracing for a New Normal. Retrieved from IEK: https://www.lek.com/sites/default/files/PDFs/LEK-SEA-QSR-final.pdf

van der Cruijsen, C., & van der Horst, F. (2019). Cash or Card? Unravelling the role of socio-psychological factors. De Economist, 167, 145-175.

Wirajuda, T. (2022, September 02). Kikugawa: Jakarta's oldest Japanese restaurant flows with change. Retrieved from The Jakarta Post: https://www.thejakartapost.com/culture/2022/09/02/kikugawa-jakartas-oldest-japanese-restaurant-flows-with-change.html

Yuningsih, N. (2021, October). Food Service - Hotel Restaurant Institutional. Retrieved from United States Department of Agriculture: https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=Food%20Service%20-%20Hotel%20Restaurant%20Institutional_Jakarta_Indonesia_09-30-2021.pdf

Zhong, Y., & Moon, H. C. (2020). What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender. Foods, 9(460), 1-19.




DOI: http://dx.doi.org/10.33021/firm.v8i1.4044

Refbacks

  • There are currently no refbacks.


Articles in FIRM: Journal of Management Studieshave been indexed in major research databases, including:

 Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.