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The purpose of this paper is to examine why employee‐level customer orientation (CO) influences the customer experience in a service setting.

Given the dyadic nature of the study, a two‐way sample design was used which integrated employee responses with customer responses. A total of 186 employees and 1,117 customers participated in the study. The data was aggregated at the employee level of analysis.

The study found that job satisfaction and employee commitment mediated the relationship between employee‐level CO and a customer's perception of interaction quality. Additionally, interaction quality is shown to be positively related to customer satisfaction.

Although the design of the research utilized data from both customers and employees from several restaurant outlets in the USA, all the restaurants belonged to one chain (reflecting a single corporate culture), and thus it may be difficult to generalize the results.

This study extends the CO theory by explaining how and why CO affects a customer's perceptions from an organizational behavior (OB) perspective, with job satisfaction and organizational commitment as mediators. This is important as the few studies that attempted to explain the effect of CO on customers' experience through mediating variables took a marketing perspective instead of an OB view. Practically, this research highlights the important role that human resource management may have from the interactive marketing perspective.

The internet has significantly changed the ways hotels distribute and price their products. The imminent success of online intermediaries caused financial problems for hotel chains since online travel agencies offered better prices than the hotel brand websites. The existing literature on hotel online distribution has focused on pricing strategies and room availability issues for different segments of hotels. This paper, however, aims to compare online room prices of global hotel chains across online distribution channels and their own brand websites.

By using only the internet, 2,800 room rates were collected and analyzed. Descriptive statistics such as means and percentage were used to answer the research questions. Personal interviews with a CEO of an e‐business company and an area revenue director of a global hotel chain were conducted to confirm our findings and to gain additional insights in the related issues.

Descriptive statistics indicated that US properties are doing a much better job than their international partners in regards to “best rate guarantee,” “rate parity,” and room availability across online channels. Rate consistency still remains a problem within US properties.

A limitation of this study is the use of convenience sampling methods, sample size, and currency conversion instruments.

Findings of this study would benefit revenue managers, general managers, hotel owners, and corporate brand managers to make decisions and to formulate new policies concerning their online distribution, revenue, and brand optimization strategies.

This article explores four dimensions of frontline employee (FLE) friendliness (humorous, informal, conversational, and approachable) to propose a relevant measurement instrument of the influence of FLE friendliness on relationship quality and perceived value, as well as its indirect influence on repatronage intentions. Recent studies suggest FLE friendliness, defined as a tendency to convey an affective customer–employee social interaction, is a critical determinant of relationship marketing, but few scholars agree on its dimensionality. This study seeks a deeper understanding of FLE friendliness by investigating its different dimensions in various service contexts.

The mixed-method design, including both qualitative and quantitative research, offers a deeper understanding of the phenomenon of FLE friendliness.

The content analysis suggests FLE friendliness is multidimensional and composed of humorous, informal, conversational, and approachable behaviors. The results of a quantitative survey, conducted across four service contexts, validate this four-factor model. A second quantitative survey across two service contexts reveals the weights and relative importance of the dimensions, and then a third quantitative survey across three service contexts confirms that FLE friendliness is a significant driver of relationship quality, perceived value, and repatronage intentions (indirectly).

This study contributes to relationship marketing literature by strengthening the conceptual foundations of FLE friendliness, clarifying the dimensionality of the construct, developing a comprehensive measurement instrument, and extending previous research on the customer–employee interactions.

This study aims to investigate the influence of supervisor incivility on employees’ general self-efficacy and engagement and their mediating roles in a relationship between supervisor incivility and employees’ service delivery. The study also explores how gender (dis)similarities between supervisors and subordinates affect these relationships.

A total of 276 frontline hotel employees in the US Midwest participated in the study. The research model was examined through a two-step structural equation modeling.

The study findings suggest that an uncivil supervisor negatively influences hotel employees’ self-efficacy and engagement level, which served as underlying mechanisms connecting supervisor incivility with reduced service delivery. The findings did not support the moderating role of gender (dis)similarity.

The results of the current study should urge organizations to acknowledge the detrimental impact of workplace incivility and to commit to the prevention and termination of employee mistreatment. Organizations make efforts to ensure that supervisors serve their internal customers with support and gratitude and help enhance employees’ psychological resources.

The current study advanced the body of literature by suggesting an integral psychological underlying mechanism linking uncivil treatment and declined performance in the hospitality industry.