Customers frequently engage in electronic Word of Mouth (e-WOM) to share their service experience. This is particularly important in hospitality where the role of front-line employees and their level of customer orientation are critical. However, it has not yet been studied how the Customer Orientation of Service Employees (COSE) influences e-WOM. This study addresses this gap. Qualitative data were collected from family-run hotels through three independent studies with 25 different participants: Focus Group, in-depth Interviews and an Online Focus Group. This research provides novel findings that contribute to a deeper understanding of how the COSE dimensions play different roles in the three types of customers’ e-WOM (positive, neutral and negative). This investigation also contributes to the literature by identifying new factors that could be incorporated in the COSE model, such as attitude, customisation and extra role performance. Some managerial contributions regarding COSE and a future research agenda are proposed.