Relationship between creativity, adaptive selling, and sales performance: The moderating role of job satisfaction

Despite the sound number of research work on creativity, a few researchers have paid attention to the mediating role of job satisfaction between creativity, adaptive selling, and sales performance. The present study investigates the direct relationship between the salesperson’s creativity and adaptive selling on their performance. In addition, the study also examines the role of job satisfaction as a moderator between creativity and adaptive selling and between creativity and sales performance of Indian disserves companies. The study is conducted using a sample of 120 respondents including both salesperson and supervisor from diverse industries in India. Results reveal that there is a significant positive relationship between creativity, adaptive selling, and sales performance. Besides, it shows that job satisfaction moderates the relationship between creativity and sales performance, but there is no relationship between creativity and adaptive selling. The paper provides a valuable contribution to theory and practice and identifies potential areas for further investigation.