Abstract
PurposeDrawing from conservation of resources (COR) and regulatory fit theories, this paper aims to propose and examine moderated mediation model of service innovative behavior among salespeople.Design/methodology/approachThe hypothesized links were gauged based on time-lagged and multiple sources of data collected from salespeople and their supervisors in a large-scale multi-brand retail firm.FindingsThe hypothesized relationships were confirmed, and the moderated mediation model proposed in this paper was viable. Results suggest that person–job (P-J) fit boosts salespeople’s service innovative behavior, and intrinsic motivation (INTMOT) mediates this relationship. Promotion focus strengthens the positive influence of P-J fit on salespeople’s INTMOT. More importantly, promotion focus moderates the indirect positive link between P-J fit and service innovative behavior through INTMOT.Originality/valueThis research enhances the current knowledge by assessing promotion focus as a moderator of the impact of P-J fit on service innovative behavior via INTMOT among salespeople. To the best of the authors’ knowledge, there is no established research examining the abovementioned links in the sales literature.
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