Future Research Direction

The next step for future research would be to develop a quantitative measure of the content of eight SHB categories. That task could be accomplished by using the content of SHB categories reported in this study as a foundation for constructing questionnaire items. Another important task for future research would be to measure customer’s perceptions of SHB to see SHB developed in this study from salespeople’s

data will be congruent or not.

SHB may have differential effects on customers’ trust and reliance on salespeople. For example, common services (e.g., gifts of desk calendars embossed with an insurance agent’s name) may be more predictable and hence, less influential than the other extra-role services (e.g., the salesperson helped customers with personal tasks such as helping customers to arrange the proposal to customer’s girl friend abroad). On the other hand, future research may focus on the relationship between SHB and salesperson’s performance that managers would pay much attention to.

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Appendix A Quotations from Salespeople

一些學習成長的機會，讀書會就是很好的管道。(受訪者 NO.13)

7. 我覺得業務最重要的事要做到深層溝通，我所謂深層溝通就是你必須擔任一 個心靈輔導師的角色，而不是只是一個銷售商品的人，那這樣一來客戶就會 比較願意信任你，跟客戶的關係也會維持的比較好。(受訪者 NO.6)

8. 縱使沒成交也沒關係，可是會希望可以幫到客戶，所以每一次在跟客戶聊天，

我都希望可以幫到她，縱使不能幫他解決問題，我也希望給他一個方向，人 生要充滿光明面。(受訪者 NO.21)

9. 我現在很少主動找客戶，都是客戶找我，因為我一直不斷去創造客戶的需 要，當客戶需要的層面擴大的時候，客戶任何的事情都會找我，所以我什麼 都要懂，可是我不是全面性的懂，因為我交很多朋友，我把所有朋友的能力 整合在我身上，客戶有很多食衣住行、雜七雜八的問題，只要找不到 solution 就會打電話給我。(受訪者 NO.9)

10. 我記得有一次我的客戶她小孩在保母家發高燒，情況還蠻緊急的，可是保 母不只帶他們家一個小孩所以沒辦法送去醫院，然後她和他先生公事上又臨 時走不開，所以她就急忙打給我拜託我帶她小孩去看病，那次真的很危急，

小孩發高燒一不注意就很嚴重了，客戶事後覺得很感動說幸好有我，我也覺 得可以被客戶這樣信賴，是一種很滿足的感覺。(受訪者 NO.15)