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Purpose

This research seeks to better understand the impact of employee$-$customer identification on critical job outcomes such as customer orientation and commitment to service quality.

Design$/$methodology$/$approach

A sample of $316$ hotel$/$motel employees was used for the study. Structural equation modeling was used to analyze the data.

Findings

Results show a positive relationship between ethical values person$-$organization fit and employee$-$customer identification indicating that when customer$-$contact service employees$$ ethical values align with those of the organization, they identify with customers more closely. Results also suggest that when employees identify with customers they are likely to be more customer$-$oriented and committed to providing service quality.

Originality$/$value

We learn how the relationship between employee and organization impacts employee$-$customer identification. Furthermore, we better comprehend the impact of employee$-$customer identification on critical outcomes in the hospitality industry such as customer orientation and commitment to service quality.