What does Tom's action of greeting a customer represent in his job at the retail store?

Tom's action of greeting a customer in his job at the retail store showcases self-representation as it reflects his personal approach to interaction and communication. By initiating a friendly greeting, Tom is demonstrating his individual commitment to making customers feel welcome, which is an integral part of his role in the retail environment. This personal touch often contributes to a more positive shopping experience and can establish a rapport between the customer and the employee.

While other aspects such as customer service excellence and company representation also play significant roles in this scenario, they do not fully capture the aspect of Tom's personal initiative and engagement in the interaction. Customer service excellence typically focuses on the overall quality and effectiveness of service provided, while company representation emphasizes embodying the brand values and mission. Brand loyalty refers to customers' preferences and commitment to a brand over time, which is different from the employee's individual actions. Hence, in this instance, the action of greeting is best linked to self-representation.