Purpose - Our primary goal of this study is to investigate the positive relationship between female managers’ self-determined motivations (i.e., RAI: relative autonomy index) and job performances with the mediation of their job creativity in service industries. This study also examines the moderating role of creative efficacy on the relationship between female managers’ self-determined motivations and creativities. Finally, based on mediation and moderation hypotheses, we also tested moderating effect of creative efficacy on the mediation effect of job creativity. Research design, data, and methodology - Drawing on SDT(Self-determination theory) and COR(conservation of resources) theories, we developed three research hypotheses. Service female managers from a several service organizations(i.e. banking, retailing, and restaurant/hospitality service) in South Korea were surveyed using self-administered instrument for data collection. A total of 331 usable questionnaires were obtained after list-wise deletion. To test reliability and validity of measurement model, we employed the CFA(confirmatory factor analysis) using M-plus 8.1 Software. Also, internal consistency was tested by Cronbach's α. We, furthermore, used the SPSS PROCESS MACRO 2.16, which was suggested by Hayes (2013; 2015), to test mediation, moderation, and moderated mediation. Results - Our results revealed that self-determined motivation and job performance were positively and fully mediated by job creativity. Furthermore, the positive relationship between female managers’ self-determined motivations and job creativities was stronger when their creative self-efficacies were high than when it was low. In addition, female managers’ creative self-efficacies also amplified the positive relationship between their self-determined motivations and job performances with the mediation of job creativity. Conclusions - Our research empirically elaborated the previous model of self-determined motivation and manager/female creativity literature by presenting the findings that female managers’ self-determined motivations significantly influence their job performances via job creativity and that creative self-efficacy effectively strengthen these positive impacts. Also, our research offered new insight for practitioners (i.e. top service managers) by suggesting that they may enhance female service managers’ job performance if they pay more attention to employee creativity in service marketing.


Self-determined Motivation, Job Creativity, Job Performance, Creative Self-Efficacy, Relative Autonomy Index.