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

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.