Investigation of Market Orientation and Self-Efficacy Effects on Sale Force Performance: Mediator Role of Sales Force Creativity and Innovation Implementation

ABSTRACT This research seeks to investigate the effect of sales force market orientation and self-efficacy on sales force performance, taking into account the mediator role of sales creativity and innovation performance. The statistical population of this research is the sales force of insurance agents, including car insurance, life insurance, etc. Using a simple sampling method, among 50 branches of insurance agents in Yazd province, 120 individuals were randomly selected. Using a Morgan table, 92 individuals were selected, and 95 questionnaires were distributed to the sample; after the removal of incomplete, illegible, or not delivered responses, 79 were collected, which was appropriate and acceptable. For data analysis, Smart PLS software and partial least squares method were used. The results of the research indicate that, among the three dimensions of sales market orientation, customer orientation and interfunctional coordination have a positive and significant impact on sales force creativity. Also, the implementation of sales force innovation mediates the relationship between sales force creativity and performance, while sales force self-efficacy has a significant impact on sales force performance.