Exploratory Factor Analysis

To identify the major dimensions of SHB, principal component factor analysis with a

varimax rotation was applied to the results of the first sample. The analysis extracted four

factors, which were then taken through a series of iteration, each involved elimination of

items with a loading on any factor of less than 0.5, or high cross-loadings on two or more

factors. Factor analysis was then performed on the remaining items. This iterative process

resulted in the SHB scale, consisting of 21 items in four dimensions, which were labeled as

follows (see Table 4-1):

(1) Assistance of Specialty: A salesperson uses his own professional or special skills to

solve a customer‘s specific problems.

(2) Gift Giving and Personal Visit: a salesperson shows concern for the needs or feelings

of a customer by sending gift or visiting.

(3) Social Activities: Through the interaction on some occasions, a salesperson assists

the customer‘s demand.

(4) Emotional Support: A salesperson helps a customer deal with the emotions or offers

encouragement and comfort while the customer needs.

Because some items did not fit well in any of the dimensions, I deleted the following

three items to make each dimension more reasonable.

(1) I call my customers and talk about job-unrelated topics to show my concern.

(2) I care about customers voluntarily when they are down.

(3) I am willing to help with a customers‘ job problems if they need.

Table 4-1: Comparison

Origin EFA

Insurance-Related Services

I will justify customers‘ original products or services according to their needs; even doing so doesn‘t benefit me.

If my customers want to buy other firms‘ products or services, I will still help them to analyze and choose.

Networking Assistance

I provide job-unrelated assistance to my customers through my social network.

I will help customers to get contact if they have demands among themselves.

Assistance of Insurance-Unrelated Specialty

I will help to solve customers‘ problem which I am good at or have studied even this is unrelated to my job

I provide customers with professional information which is unrelated to my job.

I am willing to help with a customers‟ job problems if they need.

I will give a talk when a customer invites me to do so; even though it is unrelated to my job.

Assistance of Specialty

I will justify customers‘ original products or services according to their needs; even doing so doesn‘t benefit me.

If my customers want to buy other firms‘ products or services, I will still help them to analyze and choose.

I provide job-unrelated assistance to my customers through my social network.

I will help customers to get contact if they have demands among themselves.

I will help to solve customers‘ problem which I am good at or have studied even this is unrelated to my job

I provide customers with professional information which is unrelated to my job.

I call my customers and talk about job-unrelated topics to show my concern.*

(Emotional support)

I care about customers voluntarily when they are down.*

(Emotional support) Gift Giving

When I visit other places I will bring some souvenirs which the customers like back for them.

I will take something to visit a customer when I know he is sick in the hospital.

I pay attention on selecting gifts which customers may needs on the special time of a year.

Gift Giving & Personal Visit

When I visit other places I will bring some souvenirs which the customers like back for them.

I will take something to visit a customer when I know he is sick in the hospital.

I pay attention on selecting gifts which customers may needs on the special time of a year.

I will remind customers about their important dates. (Social activities)

Social Activities

I hold some activities to strengthen my relationship with customers.

I will attend social activities which my customers invite me.

I remember dates which are related to a customer and do something in the name of him.

I will remind customers about their important dates.

Social Activities

I hold some activities to strengthen my relationship with customers.

I will attend social activities which my customers invite me.

I remember dates which are related to a customer and do something in the name of him.

I will give a talk when a customer invites me to do so; even though it is unrelated to my job. (Assistance of insurance-unrelated specialty)

I will deal with a customer‘s family emergency when he cannot show up in time.

(Emotional support) Emotional Support

I will play a consulting role for a customer when he has relationship problems.

I am willing to play a communication role within the customer‘s family if he needs.

I call my customers and talk about job-unrelated topics to show my concern.

I visit customers to show my concern.

I care about customers voluntarily when they are down.

I will deal with a customer‟s family emergency when he cannot show up in time.

Emotional Support

I will play a consulting role for a customer when he has relationship problems.

I am willing to play a communication role within the customer‘s family if he needs.

I am willing to help with a customers‘ job problems if they need.*

(Assistance of insurance-unrelated specialty)

Note: (*) Items were deleted in the second survey.

Table 4-2: Exploratory Factor Analysis Item

number

Experts’

rating Dimensions and Items Factors

1 2 3 4

I provide customers with professional information which is unrelated to my job.

I provide job-unrelated assistance to my customers through my social network.

I call my customers and talk about job-unrelated topics to show my concern.*

If my customers want to buy other firms‘ products or services, I will still help them to analyze and choose.

I will help customers to get contact if they have demands among themselves.

I will help to solve customers‘ problem which I am good at or have studied even this is unrelated to my job I will justify customers‘ original products or services according to their needs; even doing so doesn‘t benefit me.

I care about customers voluntarily when they are down.*

.681

Gift Giving & Personal Visit

I will remind customers about their important dates.*

I will take something to visit a customer when I know he is sick in the hospital.*

I visit customers to show my concern.

When I visit other places I will bring some souvenirs which the customers like back for them.

I pay attention on selecting gifts which customers may needs on special the time of a year.

.752

I hold some activities to strengthen my relationship with customers.*

I will deal with a customer‘s family emergency when he cannot show up in time.

I will give a talk when a customer invites me to do so; even though it is unrelated to my job.

I will attend social activities which my customers invite me.

I remember dates which are related to a customer and do something in the name of him.

.627

I will play a consulting role for a customer when he has relationship problems.

I am willing to play a communication role within the customer‘s family if he needs.

I am willing to help with a customers‘ job problems if they need.*

.838 .826 .686

We can look at Figure 4-2 for the overall process:

Figure 4-2: Process for Exploratory Factor Analysis