The effect of service quality and salesperson performance on company saled performance mediated by relationship marketing at WOM finance Cibinong branch
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Abstract
This study aims to analyze the effect of service quality and salesperson performance on company sales performance with relationship marketing as a mediating variable at PT WOM Finance Cibinong Branch. This study employed a quantitative approach involving 85 customers as respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that service quality has a positive and significant effect on company sales performance with p-values 0.000 < 0.05 and t-statistics 3.777 > 1.664. Salesperson performance does not have a significant effect on company sales performance with p-values 0.107 > 0.05 and t-statistics 1.610 < 1.664. Relationship marketing has a positive and significant effect on company sales performance with p-values 0.005 < 0.05 and t-statistics 2.820 > 1.664. Service quality does not have a significant effect on relationship marketing with p-values 0.099 > 0.05 and t-statistics 1.651 < 1.664. Salesperson performance has a positive and significant effect on relationship marketing with p-values 0.000 < 0.05 and t-statistics 13.461 > 1.664. In the indirect effect testing, relationship marketing does not mediate the effect of service quality on company sales performance with p-values 0.237 > 0.05 and t-statistics 1.183 < 1.664, whereas relationship marketing mediates the effect of salesperson performance on company sales performance with p-values 0.003 < 0.05 and t-statistics 2.980 > 1.664. These findings indicate that improving company sales performance at PT WOM Finance Cibinong Branch is more strongly influenced by service quality and relationship marketing, while salesperson performance becomes more effective in improving sales performance when it first strengthens relationship marketing
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How to Cite
Brulisko, P. H., & Haryono, B. (2026). The effect of service quality and salesperson performance on company saled performance mediated by relationship marketing at WOM finance Cibinong branch. Enrichment : Journal of Management, 16(3), 104-113. https://doi.org/10.35335/enrichment.v16i3.2520
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Claro, D. P., Ramos, C., & Palmatier, R. W. (2024). Dynamic and global drivers of salesperson effectiveness. Journal of the Academy of Marketing Science, 52(2), 399–425. https://doi.org/10.1007/s11747-023-00954-2
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Redda, E. H., & Van Deventer, M. (2023). Retail banking service quality and customer loyalty: The role of trust and commitment as mediators. International Review of Management and Marketing, 13(5), 18–25. https://doi.org/10.32479/irmm.14658
Rusydi, A. F., Ridwan, M., Ekowati, V. M., Supriyanto, A. S., & Johari, F. B. (2024). Customer loyalty based on service quality, banking image, and fairness: Mediating role of customer satisfaction. Jurnal Aplikasi Bisnis dan Manajemen, 10(3), 717. https://doi.org/10.17358/jabm.10.3.717
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Sari, E. P. A., Udayana, I., & Ningrum, N. K. (2025). Pengaruh expertise salesperson, adaptive selling capability, customer trust, dan salesperson performance memengaruhi keberhasilan customer bonding capability dalam membangun penjualan Gudeg Mercon Bu Prih di Yogyakarta. Jurnal Manajemen Terapan dan Keuangan, 14(2), 768–780. https://doi.org/10.22437/jmk.v14i2.40599
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Syah, N. H., Iswanto, H., Rachmat Fauzan, T., & Louisa Siahaya, S. (2023). Hubungan relationship marketing terhadap loyalitas. Jurnal Ilmiah Edunomika, 8(1). https://doi.org/10.29040/jie.v8i1.10204
Waruwu, K. K., & Sahir, S. H. (2022). Pengaruh e-service quality dan Brand Image Terhadap e-loyalty pada Pengguna Aplikasi Shopee. Journal of Business and Economics Research (JBE), 3(3), 335-341.
Yeo, C., & Jan, I. U. (2022). Investigating salespeople’s performance and opportunistic behavior: Adaptive and customer-oriented responses. Behavioral Sciences, 12(12), 512. https://doi.org/10.3390/bs12120512
Zhang, L., & Chen, H. (2022). Relationship marketing strategies and customer loyalty in the automotive finance sector. *Journal of Relationship Marketing*, 21(2), 119-138.
Zhengmeng, C., Malik, M., Hussain, M., & Hussain, S. (2024). Exploring customer retention dynamics: A comparative investigation of factors affecting customer retention in the banking sector using mediation-moderation approach. Heliyon, 10(19), e36919. https://doi.org/10.1016/j.heliyon.2024.e36919
Agyemang Duah, F., Bamfo, B. A., & Marfo, J. S. (2024). Marketing capability and firm performance: The mediating role of resource orchestration capability. Cogent Social Sciences, 10(1), 2318880. https://doi.org/10.1080/23311886.2024.2318880
Akbar, A., Pradana, M., Wardhana, A., & Adhiim, M. (2021). The Effect of E-Service Quality on E-Customer Loyalty of a Financial Technology Applications through E-Customer Satisfaction as Intervening Variable (Vol. 11, Issue 2)
Anwar, R. N. (2025). Analisis Strategi Pemasaran Sales Generalis Produktif Dalam Penyaluran Kredit Mikro PT. Bank Mandiri KCP Kudus Alun Alun. Journal of Syntax Literate, 10(9).
Azizah, M. N. (2025). Pengaruh kualitas pelayanan, promosi, dan variasi produk terhadap keputusan pembelian yang dimediasi melalui kepercayaan konsumen (Studi pada Toko Amanda Brownies Purwokerto). Jurnal Impresi Indonesia, 4(6), https://doi.org/10.58344/jii.v4i6.6660
Bergeron, J. (2025). Comparing the direct, indirect and comparative effects of salespersons’ client and product knowledge in the financial services industry. Journal of Services Marketing, 39(9), 1254–1265. https://doi.org/10.1108/JSM-03-2025-0209
Chang, C.-C., & Lin, C.-H. (2024). Don’t put all the eggs in one basket: Examining adaptive selling behavior in salespeople’s performance. Current Psychology, 43, 33003–33018. https://doi.org/10.1007/s12144-024-06720-z
Claro, D. P., Ramos, C., & Palmatier, R. W. (2024). Dynamic and global drivers of salesperson effectiveness. Journal of the Academy of Marketing Science, 52(2), 399–425. https://doi.org/10.1007/s11747-023-00954-2
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Kankam, G. (2023). Service quality and business performance: The mediating role of innovation. Discover Analytics, 1, Article 6. https://doi.org/10.1007/s44257-023-00006-7
Keiningham, T. L., Aksoy, L., Buoye, A., Yan, A., Morgeson, F. V., III, Woodall, G., & Larivière, B. (2024). Customer perceptions of firm innovativeness and market performance: A nation-level, longitudinal, cross-industry examination. Journal of Service Research, 27(4), 475–489. https://doi.org/10.1177/10946705231220463
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Harlow: Pearson Education Limited.
Mittal, V., Han, K., Frennea, C., Blut, M., Shaik, M., Bosukonda, N., & Sridhar, S. (2023). Customer satisfaction, loyalty behaviors, and firm financial performance: What 40 years of research tells us. Marketing Letters, 34, 171–187. https://doi.org/10.1007/s11002-023-09671-w
Mokha, A. K., & Kumar, P. (2024). Linking electronic customer relationship management and customer loyalty through serial mediation of customer experience and customer satisfaction. International Journal of Electronic Customer Relationship Management, 14(2), 103–127. https://doi.org/10.1504/IJECRM.2024.138642
Noviaty, E., Basri, H., & Isyahida, E. (2024). Pengaruh komunikasi pemasaran dan relationship marketing terhadap kepuasan nasabah pada PT. BPR Cibitung Tanjungraya. Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi dan Bisnis, 13(2). https://doi.org/10.56486/kompleksitas.vol13no2.696
Nurhalim, E., & Priansa, D. J. (2023). The influence of personal selling on purchase decisions of Ceuria Batik Garutan. Jurnal Wacana Ekonomi, 23(1). https://doi.org/10.52434/jwe.v23i1.2987
Panduro-Ramirez, J. A., Gallegos-Reyes, M. A., Villar-Guevara, M., García-Salirrosas, E. E., & Fernández-Mallma, I. (2024). The role of relationship marketing and brand love among banking consumers in an emerging market context. Administrative Sciences, 14(12), 343. https://doi.org/10.3390/admsci14120343
Pramanik, S. A. K., Azam, M. S., & Rakib, M. R. H. K. (2024). Enhancing customer loyalty in financial service through harnessing relationship marketing: The mediating effects of brand image. International Journal of Electronic Customer Relationship Management, 14(2), 181–205. https://doi.org/10.1504/IJECRM.2024.138649
Rebiazina, V., Sharko, E., & Berezka, S. (2024). The impact of relationship marketing practices on companies’ market and financial performance in emerging markets. Journal of Economics, Finance and Administrative Science, 29(57), 186–204. https://doi.org/10.1108/JEFAS-01-2022-0034
Redda, E. H., & Van Deventer, M. (2023). Retail banking service quality and customer loyalty: The role of trust and commitment as mediators. International Review of Management and Marketing, 13(5), 18–25. https://doi.org/10.32479/irmm.14658
Rusydi, A. F., Ridwan, M., Ekowati, V. M., Supriyanto, A. S., & Johari, F. B. (2024). Customer loyalty based on service quality, banking image, and fairness: Mediating role of customer satisfaction. Jurnal Aplikasi Bisnis dan Manajemen, 10(3), 717. https://doi.org/10.17358/jabm.10.3.717
Saputra, M. H., & Ariningsih, E. P. (2025). Building an adaptive selling capability model to improve MSMEs marketing performance. Diponegoro International Journal of Business, 8(1), 76–92. https://doi.org/10.14710/dijb.8.1.2025.76-92
Sari, E. P. A., Udayana, I., & Ningrum, N. K. (2025). Pengaruh expertise salesperson, adaptive selling capability, customer trust, dan salesperson performance memengaruhi keberhasilan customer bonding capability dalam membangun penjualan Gudeg Mercon Bu Prih di Yogyakarta. Jurnal Manajemen Terapan dan Keuangan, 14(2), 768–780. https://doi.org/10.22437/jmk.v14i2.40599
Sreejesh, S. (2024). Integrated banking channel service quality (IBCSQ): Role of IBCSQ for building consumers’ relationship quality and brand equity. Journal of Retailing and Consumer Services, 76, 103616. https://doi.org/10.1016/j.jretconser.2023.103616
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sukma, N. R., Sugianto, S., & Nurbaiti, N. (2024). The influence of service quality and customer relationship management on customer loyalty with satisfaction as an intervening variable at Bank Syariah Indonesia KC Southeast Aceh. Indonesian Interdisciplinary Journal of Sharia Economics, 7(2). https://doi.org/10.31538/iijse.v7i2.4921
Syah, N. H., Iswanto, H., Rachmat Fauzan, T., & Louisa Siahaya, S. (2023). Hubungan relationship marketing terhadap loyalitas. Jurnal Ilmiah Edunomika, 8(1). https://doi.org/10.29040/jie.v8i1.10204
Waruwu, K. K., & Sahir, S. H. (2022). Pengaruh e-service quality dan Brand Image Terhadap e-loyalty pada Pengguna Aplikasi Shopee. Journal of Business and Economics Research (JBE), 3(3), 335-341.
Yeo, C., & Jan, I. U. (2022). Investigating salespeople’s performance and opportunistic behavior: Adaptive and customer-oriented responses. Behavioral Sciences, 12(12), 512. https://doi.org/10.3390/bs12120512
Zhang, L., & Chen, H. (2022). Relationship marketing strategies and customer loyalty in the automotive finance sector. *Journal of Relationship Marketing*, 21(2), 119-138.
Zhengmeng, C., Malik, M., Hussain, M., & Hussain, S. (2024). Exploring customer retention dynamics: A comparative investigation of factors affecting customer retention in the banking sector using mediation-moderation approach. Heliyon, 10(19), e36919. https://doi.org/10.1016/j.heliyon.2024.e36919