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This study, based on conservation-of-resources theory and self-disclosure perspective, establishes and validates a theoretical framework that contributes domain knowledge to micro-scale hospitality management. Empirical data were collected from 109 bedand-breakfast (B&B) hosts and their 528 dyadic customers in east Taiwan. Our findings indicate that the cross-level mediation effect of B&B host work vigor can mediate the relationship between B&B host work-life balance and customer satisfaction. Efforts by B&B owners to improve work-life balance could have practical implications including greater family support and more satisfied B&B customers. These satisfied customers will make more recommendations to their online followers, and tend to play the role of opinion leader thorough self-disclosures of their photos, opinions, evaluations and stories about their B&B stays to their social media friends and the B&B's potential customers. This study contributes to the validation of cross-level causality relationships between B&B operators' work-life balance and customers' electronic word-of-mouth behaviors. • B&B host's work-family quality significantly reinforce their work vigor which enhances customer satisfaction. • B&B hosts' work vigor can mediate the relationship between B&B host's work-life balance and customer satisfaction. • Satisfied B&B customers recommend the B&Bs to their followers via social media playing the role of online opinion leader. • Satisfied B&B customers' self-disclosure behaviors amplify the effect of electronic word of mouth. • Using conservation of resources theory, and self-disclosure perspective, this study examines cross-level causality relationships between B&B operators' WLB and customers' eWOM behaviors. [ABSTRACT FROM AUTHOR]