Perceived point-of-sale innovativeness and its influence on salespeople’s innovative behaviour

Purpose This study was conducted with the aim of examining the relationship between salespeople’s perceptions of point-of-sale innovativeness (marketing innovation, relational innovation and product innovation) and their innovative behaviour, incorporating the mediating effects of sales and service ambidexterity and job satisfaction. Design/methodology/approach Using a sample of 362 business-to-business and business-to-consumer salespeople in Spain, Portugal, the United Kingdom and the United States, the relationships were analyzed using partial least squares structural equation modelling (PLS-SEM). Findings The results reveal that salespeople's perceptions of point-of-sale innovativeness positively influence their innovative behaviour, and that both sales-service ambidexterity and job satisfaction act as mediators that strengthen this relationship. Practical implications It presents practical implications for the design of more innovative points of sale (such as creative atmospheres or novel promotions) to promote an environment that supports the development of multiple skills among salespeople. It highlights the importance of fostering ambidexterity and strengthening employee satisfaction as key factors for encouraging innovative behaviour in daily work. Originality/value Based on the job demands and resources model, the self-determination theory and the componential theory, this study contributes to various areas of academic literature by offering a new insight into the perception of innovation at the point of sale from the perspective of salespeople and how this influences their behaviour. In this way, it provides relevant knowledge on how to foster innovation in the commercial environment, considering the mediating role of ambidexterity and job satisfaction, factors that have not often been explored together.