Directions for Future Research

First, further research in this area should involve the development of a quantitative measure for SHB (e.g., to explore the relative contribution of each category on SHB). Second, most importantly, further research can focus on the establishment of an SHB scale which is necessary for sales managers to use in their evaluation of the performance of SHB by their

salespeople. Finally, the classification scheme used might not have detected every single kind of behavior. Further research can focus on other contexts and industries in order to extend our knowledge of SHB.

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APPENDIX

Questions for salespeople:

1. What kind of extra service have you provided for your customers?

2. What have you done to exceed your customers’ expectations?

3. What kind of work have you done to help your customers which is beyond your duties?

4. Describe what kind of task you will complete for your customers which is different to what other salespeople would do.

5. Have you had any experience with solving a customer’s personal problems?

6. How should good salespeople serve their customers?

7. Describe the current relationship between you and your customers?

Questions for customers:

1. What kind of extra service have salespeople provided for you?

2. What have salespeople done for you that have exceeded your expectations?

3. What is the most impressive and unforgettable service you have received from a salesperson?

4. Which kind of extra support offered by salespeople was the most satisfying?

5. How should good salespeople serve their customers?

6. What is the current relationship between you and your salespeople?

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