Responding to consumer complaints is not a new phenomenon in academic research. Krapfel (1988) developed a complaint response model (CRM) when investigating face-to-face interactions between consumers as salespeople. In developing this paper, the author used CRM as the theoretical framework for exploring responses to electronic word of mouth (eWOM). Similar to CRM, the responder’s perception of eWOM mediates the message and response. The author also hypothesizes Organizational Identification (OI) moderates the responder’s perception while Customer Orientation (CO) moderates the response.