Las interactuaciones de los empleados de servicios con los clientes son cruciales para el reflejo de la calidad del servicio, y para los beneficios de la empresa. Se ha identificado un hueco sin cubrir dentro de la literatura de Customer Orientation of Service Employees(COSE) y Family Businesses (FBs), los dos conceptos nunca se han investigado juntos antes. Debido a este hecho, se presenta un artículo conceptual que desarrolla un modelo teórico basado en Hennig-Thurau (2004). Las dos principales contribuciones son: (1) electronic Word of Mouth (eWOM) se propone como consecuencia de COSE, (2) se ha desarrollado un cuestionario, a raíz de importantes subescalas, para medir COSE y dos posibles consecuencias que derivan del concepto (satisfacción del cliente y eWOM). Una base de datos procedente de SABI se ha seleccionado para estudiar estas variables en el sector hotelero, lo cual se propone para en un futuro trabajo, y que se espera que le se soporte empírico a la teoría aportada.The business interactions between front-line employees and customers are crucial to evaluating service quality and for a business’ performance. A gap has been identified in the literature on both the customer orientation of service employees (COSE) and family businesses (FBs); both concepts never have been studied together before. Due to this fact, we present a concept that develops a theoretical model based on Hennig-Thurau (2004). This model drives research about the COSE and FBs in the hotel sector. The two main contributions are the following: (1) electronic word-of-mouth (eWOM) is proposed as a consequence of COSE within FBs and (2) a questionnaire has been developed from relevant subscales to measure COSE and two possible consequences derived from it (Customer Satisfaction and eWOM). A database from Iberic Balance Analysis System (SABI) has been selected to study these variables in the hotel sector, and it will be used in a proposed future empirical study that is expected to provide support for the theory.  
