Purpose: With the ever-increasing adoption of technology and automation radically changing the nature of service delivery, the purpose of this paper is to explore the role of human touch, introducing hospitable service as an enhancement for value creation in service organizations....

Purpose – The purpose of this paper is to examine why employee‐level customer orientation (CO) influences the customer experience in a service setting. Design/methodology/approach – Given the dyadic nature of the study, a two‐way sample design was used which integrated employee responses...