The moderating role of customer orientation in the effect of individual creativity levels of travel agent employees regarding sales performance

In the 21st century world, through technological changes and developments in human life, it can be said that consumer demands, needs, and expectations have been changing continuously. Therefore, businesses adopt a creative approach and a customer-oriented culture to keep up with these changes, maintain their sustainability, differentiate themselves from their competitors, gain competitive advantage, release new products/services, and increase their performance levels. The objective of this study is to scrutinize the moderating role of customer orientation in the effect of individual creativity levels of travel agency employees regarding their sales performance. The correlational survey model, which is one of the quantitative research methods, was performed as a method in the research. The population of the research consists of travel agency employees in Turkey. The convenience sampling method, which is one of the non-probability sampling methods, was also implemented to determine the sample size. A total of 382 questionnaires were analyzed within the scope of the study. As a result of the analysis, it was found that there is a positive and high-level relationship between the individual creativity levels of employees and their sales performance and that there is also a positive and medium relationship between the customer orientation levels of employees and their sales performance. It has also been concluded that customer orientation has a moderating role in the effect of individual creativity levels of employees regarding sales performance.