The effect of self-efficacy on job performance through creativity: the moderating roles of customer incivility and service scripts
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 8 September 2020
Issue publication date: 23 February 2021
Abstract
Purpose
This study aimed to examine the effect of self-efficacy on job performance through creativity. We predicted that exposure to customer incivility and rigid service scripts will moderate the mediating effect of creativity on the relationship between self-efficacy and job performance.
Design/methodology/approach
Survey data were collected from 397 salespersons who were working in a department store in South Korea. The PROCESS macro was used to test the study hypotheses.
Findings
The results revealed that the positive relationship between self-efficacy and job performance was partially mediated by creativity. Furthermore, exposure to customer incivility and rigid service scripts weakened the positive effects of self-efficacy on creativity. Finally, customer incivility and rigid service scripts also dampened the positive effects of self-efficacy on job performance through creativity.
Research limitations/implications
Sales organizations should understand that the extent to which self-efficacy improves job performance by enhancing creativity is contingent on the extent to which salespersons are exposed to customer incivility and are required to adhere to rigid service scripts in the workplace.
Originality/value
Our findings paint a more complete portrait of the beneficial effects of self-efficacy. Specifically, they suggest that the development of creativity is an important mechanism that underlies the process by which internal resources enhance job performance and that customer incivility and service scripts weaken this relationship.
Keywords
Citation
Hur, W.-M., Moon, T.-W. and Lee, J.-H. (2021), "The effect of self-efficacy on job performance through creativity: the moderating roles of customer incivility and service scripts", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 3, pp. 888-905. https://doi.org/10.1108/APJML-03-2019-0138
Publisher
:Emerald Publishing Limited
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