Abstract

Accumulating social capital is important for becoming successful insurance sales agents. Thus, this study attempted to explore and answer the following research questions: (1) investigating the relationship between proactive personality and social capital; (2) examining the relationship between social value orientation and social capital; (3) exploring the interaction effects of proactive personality and social value orientation on social capital; (4) exploring the moderating effect of customer justice perception. Subjects in this research were 350 insurance sales representatives and 1050 customers, and the valid response rate was 44.29%. Hierarchical regression was employed to test the hypotheses. The findings of this study indicated that high social value orientation (pro-social) had more positive effect than low social value orientation (selfish) on relationship quality and customer network ties. Moreover, proactive personality had positive effect on social interaction, relationship quality and customer network ties. Furthermore, high social value orientation strengthened the positive relationship between proactive personality and relationship quality. Lastly, under the situation of high customer justice perception, high social value orientation (pro-social) is more likely to enhance the positive relationship between proactive personality and customer network ties. Theoretical and managerial implications of this research and recommendations for future research are also discussed.