I do not concentrate on the rude self serving behaviors, instead I try to show the example of extra good behavior and helpfulness.
I try to encourage my other friends to do the same. In the grocery store parking lot, volunteer to help by taking someones basket back. When you unload your car, take your basket to the correct place or walk it back to the store, EVERTIME.
When you come to a doorway, YOU hold the door. Allow men, children teenagers, whoever to go in while you hold the door.In the check out, allow the person behind you with way less items to go ahead of you.
If someone is struggling to lift something, ask if you can be of assistance.
Give up your chair. If you see someone that looks lost, see if you can be of assistance. This does 2 things, it sets and example for others and it helps you to quit thinking about your self.
I also do secret helping where no one else has any idea who was responsible. I sometimes will pay for a meal for a young family. I secretly ask the waitress to charge it on my card. At school, sometimes, I would purchase extra tickets to events and give them to the Principle, counselors, or hall monitors, to hand out to the kids what are under appreciated. I pay for extra school tshirts so that kids that cannot afford them can be given them for their good behaviors, their volunteering.. whatever..
It all begins with us. If we are out there modeling good behaviors, I think it sets an example and a reminder to others, to also help.
I do agree if people are not doing their jobs, they need to be reminded, that you are waiting, or suggest maybe they should call their manager for assistance. I then let the manager know I am disappointed in the service and will not be returning or will give the store one more chance in the future..
The other side of this is that when you are given exceptionally good service, tell/thank the person, tell the manager or at least take a comment card and mail or drop it by at some point..