Employees can reinforce, strengthen, and even create a brand image for their products and organizations (Miles, S.J. and Mangold G., 2004). Employee brand-building behaviors may include courtesy, responsiveness, reliability, helpfulness, and empathy, among others. Such behaviors have been shown to contribute to consumers’ perceptions of service quality and may result in higher levels of customer retention and loyalty (Parasuraman, A., Zeithaml, V., and Berry, L., 1988).