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

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  • Seiling, Jane Galloway

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.

Suggested Citation

  • Seiling, Jane Galloway, 2008. "The role of the customer advocate: Contextual and task performance as advocacy participation," Journal of Management & Organization, Cambridge University Press, vol. 14(2), pages 127-140, May.
    • Handle: RePEc:cup:jomorg:v:14:y:2008:i:02:p:127-140_00
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    Cited by:

    1. Tsarenko, Yelena & Leo, Cheryl & Tse, Herman H.M., 2018. "When and why do social resources influence employee advocacy? The role of personal investment and perceived recognition," Journal of Business Research, Elsevier, vol. 82(C), pages 260-268.
    2. Wensley, Anthony K.P. & Navarro, Juan Gabriel Cegarra, 2015. "Overcoming knowledge loss through the utilization of an unlearning context," Journal of Business Research, Elsevier, vol. 68(7), pages 1563-1569.
    3. Kim, Woo Bin & Xie, Jiali & Choo, Ho Jung, 2023. "Role of perceived benefits of online shopping festival in vietnam: Differences between millennials and generation Z," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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