Purpose – Past researches have not explored the roles of staff's hotel identification on customer‐related behaviors and the relationship between hotel identification inducing factors (trust in supervisor, job satisfaction, perceived external prestige) and hotel identification. The purpose of this paper is to examine the roles of staff's hotel identification as a mediator of the relationship between hotel identification inducing factors and customer‐related behaviors. Through reviewing the existing literature concerned, the authors propose a research model involving staff's trust in the supervisor, job satisfaction, perceived external prestige, hotel identification, organization citizenship behavior, and customer satisfaction behavior and test it.Design/methodology/approach – Hotel samples were from the south‐west area of Korea. Questionnaires were given to 250 staff of the hotels and 224 were returned with no problems. The sample was used to purify the measures and test their convergent and discriminant v...