Understanding an Effect of Technology Between the Relationships of the Five-Factor Model and Sales Performance Technology as a Moderating Tool

Abstract

Over the past decades, numerous experts have been investigated the correlation among distinct personality traits and job performance. However, relatively less attention was paid examining the significance of technological tools in sales management, especially in developing countries. This article explores the relationship among the five-factor model (FFM) of personality traits and sales performance (SP) with a moderating role of the technology. To this end, structural equation modeling and Fisher's Z transformation analysis were employed to analyze the hypotheses. The findings revealed that extraversion, conscientiousness, openness to experience, and emotional stability traits are positively correlated to SP. In contrast, agreeableness is not highly correlated with SP relatively than the remainder traits. Additionally, results revealed the significant effect of technology as a moderator which strengthens the association of FFM and SP. This study proposes diverse managerial implications and future directions for practitioners and academicians across the nations.