The Impact of Networking on Sales Performance: A Study of the Mediating Role of Creativity and Job Satisfaction (Case Study: Kosar Insurance Agency, Mashhad)

Today, networking in the organization can increase a person's credibility in a way that leads to a higher position and a sense of career success. Increasing the seller's network behaviors effectively helps to promote practical insight and overall creativity in the work and improve sales performance. Therefore, the purpose of the present study is to investigate the effects of sales networking through creativity and job satisfaction on sales performance. The statistical population of this research is the sales staff of Kosar insurance agencies in Mashhad, numbering about 400 people, 250 of them were selected by simple random method. The data collection tool was a questionnaire with 28 questions whose face validity was confirmed by experts and its construct validity was confirmed by confirmatory factor analysis, and its reliability was confirmed by composite reliability. Data analysis was performed using structural equation modeling using SPSS22 and Smart PLS3 software. The results showed that sales networking behavior has a positive and significant effect on sales performance mediated by creativity and job satisfaction. Also, the positive and significant effect of professional and customer networking behavior on creativity was confirmed. In addition, the effect of networking behavior with peers and customers on job satisfaction was confirmed. Finally, the positive and significant effect of creativity and job satisfaction on sales performance was confirmed. However, the effect of networking behavior with peers on creativity and professional networking behavior on job satisfaction was not confirmed.