Purpose– In the age of the knowledge-based economy, innovation has become a significant factor in business competitiveness. The purpose of this paper is to explore the moderating effect of job satisfaction on the relationship between personality and employees' individual innovative behavior in the service industry. Design/methodology/approach– The object of this research is the employee in service industry in Taiwan. A total sample of 626 employees in five service industry categories was taken in Taiwan's service industry. The descriptive statistical analyses and hierarchical regression were adopted. Findings– The results show that job satisfaction positively affects individual innovative behavior, and also has moderating effect on personality traits and innovative behavior. Originality/value– Innovative behavior is not only congenital, that can be stimulated by job satisfaction.