Innovation leads to results: the impact of digitalisation, organisational and salespeople's innovative behaviour on customer relationships
Keywords:
Innovativeness, Sales digitalisation, Customer relationship performanceAbstract
This study examines how organisational innovativeness and perceived digitalisation influence salespeople’s innovative behaviour and, through it, customer relationship performance. The research tests an integrated model in which organisational innovativeness increases the perceived level of digitalisation, which in turn, directly and indirectly, promotes innovative sales behaviour. Based on our results, innovative sales behaviour significantly improves customer relationship performance, whereas the direct effect of perceived digitalisation is limited; rather, it operates through mediating mechanisms. The findings indicate that the digital environment alone is not enough. Organisational innovative capabilities and frontline employee behaviour together create measurable customer value.
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Copyright (c) 2026 Balázs Lajos Pelsőci, Mirkó Gáti, Ariel Mitev
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