Personality at play: exploring how frontline employees’ personalities drive work performance in hospitality

Purpose This study seeks to investigate the influence of personality traits of casino dealers on work engagement (WE), organizational commitment (OC) and customer orientation (CO) within the hospitality sector. To this end, this study investigates the relationship between dealers’ personality traits in the casino industry and the manifestation of customer-oriented behaviors by applying the frameworks of trait activation theory (TAT) and self-determination theory (SDT). This study specifically explores the influence of personality traits on customer-oriented behaviors, while considering the mediating roles of WE and OC as well as examining the moderating effect of job satisfaction (JS). Design/methodology/approach A survey was administered to casino dealers, with a sample size of 317 participants. The data collected were analyzed using structural equation modeling. Confirmatory factor analysis was conducted to assess the validity of the research model, while mediation and moderation effects were evaluated through non-parametric bootstrap methods and K-means clustering analysis. Findings Openness significantly influenced both WE and OC, while agreeableness had no significant effect. Neuroticism, extraversion and conscientiousness affected only WE. JS moderated the relationship between WE and CO. Dealers with high openness exhibited stronger engagement and commitment, which translated into increased CO. Practical implications Human resource managers should prioritize personality traits – especially openness – when recruiting for customer-facing roles. Tailored onboarding and training programs aligned with personality profiles and engagement levels can enhance CO and service quality, particularly in high-stress environments like casinos. Additionally, the moderating role of JS underscores the need for HRM strategies that actively promote job satisfaction in high-pressure service contexts. Originality/value This study represents the first empirical investigation to examine the mediating roles of WE and OC in the relationship between casino dealers’ personality traits and CO. Theoretically, it integrates TAT and SDT, providing a novel framework for understanding personality-driven performance in high-stakes environments. From an epistemological perspective, the study offers unique insights into how personality traits influence emotional labor and customer service dynamics within the hospitality sector, particularly under the specific pressures of casino settings. Practically, it offers actionable recommendations for human resource management by identifying key traits that enhance service quality, thereby informing targeted recruitment and training strategies for casino operators.