The Effect of Learning Goal Orientation of Self-Employed Restaurant Owners on Store Performance: Focusing on the Dual Mediating Effect of Creativity and Adaptive Selling*

This study analyzed the effect of learning goal orientation on store performance for self-employed restaurant owners and investigated the double mediation effect of creativity and adaptive selling. The results of the study showed that learning goal orientation had a positive effect on creativity, but did not significantly affect adaptive selling and store performance. This suggests that if learning goal orientation is not connected to a customer-tailored approach or the enhancement of adaptive selling capabilities, it is difficult to contribute to actual store performance. On the other hand, creativity had a positive effect on adaptive selling and store performance, and the mediating effect of creativity and the double mediating effect of creativity and adaptive selling were significant in the relationship between learning goal orientation and store performance. This study confirms the path through which learning goal orientation indirectly contributes to store performance and provides strategic implications for improving store performance through creativity and adaptive selling in the restaurant industry environment. Figure 1 Research model