EFFECTIVENESS OF ONLINE REVIEW TO RESTAURANT REPUTATION; TOWARD A GUIDE

Abstract

In the hospitality industry, reputation management has emerged as a key factor influencing consumer decisions, with online reviews, blogs, and social media posts becoming vital channels of information. Over the past few years, the restaurant sector has seen notable transformations. Remarkably, even amid global economic challenges, consumers continue to actively seek out new dining experiences and distinctive culinary destinations. The study examines critical elements such as the credibility of online reviews, the level of customer trust, and the consistency of ratings to determine their influence on consumer choices and restaurant performance. Results emphasize the powerful role of online feedback in shaping brand image and offer strategic recommendations for Kuya J Restaurant to enhance its public reputation and boost customer interaction. This study explores the impact of online reviews on the reputation of Kuya J Restaurant and seeks to formulate evidence-based guidelines for effectively managing customer feedback. To gather relevant insights, a dual sampling strategy was utilized: convenience sampling was applied to select customers who actively engage with online reviews—both as readers and contributors—while purposive sampling focused on restaurant owners and managers with direct experience in managing online feedback and understanding its implications for business reputation. This study aims to investigate the influence of online reviews on restaurant reputations by analyzing key factors such as the volume of reviews, sentiment polarity, and rating distribution patterns. It seeks to establish a clear connection between customer feedback and business performance. Furthermore, the research intends to develop a comprehensive management guide for restaurant owners and managers, outlining effective strategies for maximizing the benefits of positive reviews while mitigating the adverse effects of negative ones to enhance overall brand reputation and customer satisfaction.