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In contrast to the enormous literature on the relationships between creativity and personal values, relatively few studies have addressed the question of the creativity–service quality link. The purpose of this study is to examine the antecedent factors of the motivation and cooperation climate of service quality and to consider the consequences of service quality on banking service employees’ creativity. Data were collected from 502 bank employees in China. The results of structural equation modelling (SEM) found multiple mediation roles in a cooperative climate and service quality management that characterise the relationship between employees’ motivation and creativity. In addition, the moderate roles of social interaction and knowledge sharing are also discovered. Several alternative models of the first and second factors of motivation and service quality management were examined to determine the robustness of the original proposed models.

Measuring creativity: role of service quality management, knowledge sharing and social interaction