Express

In today’s dynamic tourism and hospitality sector, the relationship between customers and frontline employees plays a decisive role in organizational success. This study applies self-awareness theory to delineate the dual pathways through which customer positive expression influences employees’ organizational behavior and personal development. Using a dual-method design, we conducted an online experiment with 708 participants and a three-wave field survey involving 1,159 frontline hotel employees across Pakistan, China, and USA. The findings reveal that customer positive expression enhances organizational citizenship behavior by increasing employees’ public self-consciousness, with this effect being stronger among employees with an extrinsic career orientation. Moreover, customer positive expression fosters self-development behaviors by elevating private self-consciousness, particularly for employees with an intrinsic career orientation. Multi-group analysis revealed no significant cultural differences across the three countries, suggesting the model’s cross-cultural generalizability

Customer orientation · Customer Relationship Management · Hospitality · Hospitality industry · Organizational citizenship behavior · Perceived organizational support · Customer Service Quality and Loyalty · Hospitality and Tourism Education · Job Satisfaction and Organizational Behavior