Exploring the moderating role of core self-evaluation in the relationship between demands and work-family enrichment

Extant literature reveals that the personality variable, core self-evaluation (CSE) which represents an employee’s self-assessment of himself has rarely been researched with respect to sales employees. The purpose of this paper is to identify the role of personality variable, core self-evaluation (CSE), in the relationship between demands and work – family enrichment. In this study, CSE has been treated as a moderating variable in the relationship between demands and work-family enrichment. This paper also aims to validate the CSE scale developed by Jugde et al. (2003) in Indian context.

Data were collected through structured questionnaires from 330 sales employees belonging to firms from some of the major sectors of Indian industry namely, Manufacturing, IT, FMCG, Pharmaceuticals and Financial Services. The study first validated the CSE scale in the Indian context using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Further, moderated regression analysis (MRA) was used to test the model.

The present research supported the 12-item CSE scale in the Indian context. Also, results of MRA suggested that, irrespective of higher work demands, sales employees having higher CSE experience higher levels of work to family enrichment (WFE). In addition, higher CSE employees tend to experience higher levels of FWE at the family front.

In an emerging economy such as India wherein sales professionals are facing a lot of work demands, organizations should invest in their frontline employees to be able to deliver value for money to the customers and thereby gain competitive advantage. With this realization, managers should acquire and retain frontline employees with positive core self-evaluation. Therefore, organizations should select and try to retain candidates with positive core self-evaluations.

Corporates should focus on nurturing sales employees’ positive CSE to make sure that their employees can contentedly adjust to various challenging work situations. In addition practices like job transitions, empowerment, enrichment and rewarding employees for their desired performance might be some of the interventions which positively impact core self-evaluations.

This study contributes to work – family literature by addressing the role of CSE in achieving WFE and FWE among sales employees in Indian context.