This work proposes identity theory as a novel theoretical lens for understanding frontline employees’ responses to customer incivility in tourism and hospitality. We advance pertinent research by demonstrating that customer incivility constitutes a dual identity threat (individual/collective threat) for frontline employees. Two experimental studies reveal that: customer incivility towards frontline employees’ individual identity affects their psychological responses more adversely than their citizenship behavior; non-monetary rewards are more effective at reducing the adverse effects of customer incivility on frontline employees’ psychological responses (than monetary rewards); finally, allowing frontline employees to choose the reward they deem most appropriate enhances both their psychological responses and citizenship behavior. Based on these results a four-step process is proposed to help managers dealing with customer incivility.

•Assess the impact of customer incivility on frontline employees’ identity

•Customer threats to both individual and collective identities are explored.

•Employees’ responses vary based on the identity level that is affected

•Rewards mitigate the harmful effect of customer incivility on employees.

•Reward choice reduces the adverse effect of customer incivility on employees.