Getting front-line employees to adopt ________ and to advocate the interests and image of the firm to consumers as well as take initiative and engage in conscientious behavior in dealing with customers can be a critical asset.

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Extra-role behaviors refer to discretionary actions that employees take to benefit the organization that are not necessarily part of their formal job requirements. Encouraging front-line employees to engage in such behaviors can be a critical asset as it can improve customer satisfaction and loyalty, resulting in increased sales and revenue.

Getting Front-Line Employees to Adopt ________ and to Advocate the Interests