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The role of the customer advocate: Contextual and task performance as advocacy participation

Published online by Cambridge University Press:  02 February 2015

Jane Galloway Seiling
Jane Galloway Seiling*
Affiliation:
Lawrence Technological University, Southfield MI, USA
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Abstract

Contextual performance in the workplace has been identified as including relational activities that maintain the broader social and psychological environment in which task performance occurs in organisations. In this conceptual writing, organisational advocacy (OA) is offered as a form of task and contextual performance that is pertinent in the 21st century, especially while serving and working with customers on a day-to-day basis. Organisational citizenship behaviour is conceptualised as a component of the contextual performance of OA. OA and customer advocacy are defined and models are provided, suggesting that what is thought, said, and done by organisational members must receive expanded attention, in this case, in dealing with internal and external customers.

Keywords

organisational advocacyorganisational citizenship behaviourcontextual performancecustomer advocacyadvocacy participation
Type
Research Article
Information
Journal of Management & Organization , Volume 14 , Issue 2 , May 2008 , pp. 127 - 140
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2008

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