EXPLORING THE INFLUENCE OF TRANSFORMATIONAL LEADERSHIP ON SALESPERSON JOB PERFORMANCE: THE MEDIATING ROLES OF SELF-EFFICACY AND CREATIVITY IN VIETNAMESE SMES

Purpose: This study investigates the influence of transformational leadership on the job performance of salespersons in Vietnamese SMEs. It examines the mediating role of self-efficacy and creativity, contributing to the literature on effective leadership strategies and their impact on salesperson performance.   Theoretical Framework: Grounded in transformational leadership theory, the study proposes that transformational leadership positively affects self-efficacy and creativity, leading to improved job performance among salespersons.   Design/Methodology/Approach: Data is collected through a survey questionnaire administered to salespersons in Vietnamese SMEs. The collected data was analyzed using structural equation modeling (SEM) to examine the proposed relationships.   Findings: The study reveals the impact of transformational leadership on salesperson job performance and highlights the mediating roles of self-efficacy and creativity.   Research Implications: This research contributes to leadership and organizationnal behavior literature in Vietnamese SMEs, offering practical insights for enhancing sales force productivity.   Practical & Social Implications: This study emphasizes the significance of transformational leadership in enhancing salesperson self-efficacy and creativity. It informs the development of targeted interventions and training programs, resulting in improved sales performance and overall organizational success. Additionally, the findings have broader applicability to effective leadership strategies across diverse cultural and business contexts.