This study examines how restaurant managers strategically respond to online reviews through electronic word-of-mouth (eWOM), distinguishing between approaches for positive and negative feedback. Using a multi-method research design, the study first conducted a content analysis of 671 eWOM responses, categorizing key strategies. This was followed by in-depth interviews with 11 managers actively engaging in eWOM to validate the findings. Results indicate that managers use rapport-building and marketing strategies for positive reviews, leveraging them to enhance customer relationships and attract new patrons. Engaging with both positive and negative reviews is crucial for customer loyalty and brand perception. While responses to positive reviews reinforce strengths, addressing negative feedback helps mitigate reputational risks. This research contributes to eWOM strategy literature by highlighting managers’ objectives for response strategies, filling a critical gap in the restaurant industry, and providing practical insights for optimizing online engagement.
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