Abstract:
The purpose of this study was to examine the Moderated Mediation
effect of Feedback seeking behavior and Goal Commitment on the indirect
relationship between Proactive personalities and Sales performance. The study
adapted explanatory research design targeting 448 insurance Sales Agents in
Mombasa County, Kenya. Using self-administered questionnaires, reliability
test of the research instrument was done by the use of Cronbach’s alpha. The
Pearson correlation and conditional process analysis, model 4 and model 58
was used to analyze the data and to test each of the hypotheses. The findings
of the study confirm a positive effect of Proactive personalities on Sales
performance and Goal Commitment. Goal Commitment was also found to
positively affect Sales performance. Furthermore, the result confirms the
Mediating effect of Goal Commitment on the relationship between Proactive
personalities and Sales performance. The study also confirms that Feedback
seeking behavior Moderates the relationship between Proactive personalities
and Goal Commitment but does not moderate the relationship between
Proactive personalities and Sales performance. Lastly the finding confirms
that Feedback seeking behavior Moderates the indirect relationship between
Proactive personalities and Sales performance via Goal Commitment.
Managers and policymakers should formulate policies and strategies which
nurture proactive behaviour among sales people by seeking feedback of their
performance as they pursue the individual desired and organization’s set goals
