Purpose Frontline employees face constant emotional demands in the course of providing services to their customers, which can impact job engagement. This study aims to investigate the influence of emotional labor (surface and deep acting) and job resources (having a mentor and availability of...

Purpose – The purpose of this paper is to examine the impact of organizational and employee‐customer identification on job engagement. The paper also aims to explore the role of customer orientation in the model as a consequence of identification, in addition to an antecedent of engagement....