Salespeople’s Customer Orientation and Customer Satisfaction: An SDL Perspective

Authors

  • Hayat Yusuf Universitas Halu Oleo
  • Ardiansyah Goeliling STIE Enam Enam Kendari
  • Astil STIE Enam Enam Kendari
  • Syahra

DOI:

https://doi.org/10.14414/gb9bq372

Keywords:

Service Quality; Salespeople’s Customer Orientation; Perceived Value; Brand Im-age; Customer Satisfaction

Abstract

This study aims to examine the influence of service quality and salespeople’s customer orientation on perceived value and customer satisfaction, as well as the mediating role of perceived value and the moderating role of brand image in the relationship between perceived value and customer satisfaction. This research was conducted on bank credit customers in Kendari City using a quantitative approach with an explanatory research design. Data were collected through a survey using a structured questionnaire distributed to 340 respondents. The data were analyzed using Structural Equation Modeling to test the diresct, indirect, and moderation effects in the proposed research model. The results show that service quality and salespeople’s customer orientation have positive effects on perceived value and customer satisfaction. Perceived value also has a positive effect on customer satisfaction, indicating that customers tend to be more satisfied when they perceive that bank credit services provide benefits that are worth the cost, time, effort, and risk involved. In addition, perceived value mediates the relationship between service quality and customer satisfaction, as well as the relationship between salespeople’s customer orientation and customer satisfaction. The findings also confirm that brand image strengthens the effect of perceived value on customer satisfaction.

Author Biographies

  • Hayat Yusuf, Universitas Halu Oleo

    Hayat Yusuf is affiliated with Universitas Halu Oleo, Kendari, Southeast Sulawesi, Indonesia. His
    academic and research interests focus on marketing management, consumer behavior, service
    quality, customer satisfaction, and customer value. His research generally examines factors
    influencing customer perceptions, attitudes, and behavioral responses in service and business
    contexts. He can be contacted at hayatyusufabadi77@gmail.com.

  • Ardiansyah Goeliling, STIE Enam Enam Kendari

    Ardiansyah Goeliling is affiliated with STIE Enam Enam Kendari, Kendari, Southeast Sulawesi,
    Indonesia. His academic and research interests focus on human resource management,
    organizational behavior, employee performance, leadership, work motivation, and organizational
    development. He has participated in collaborative research related to employee management and
    organizational effectiveness. He can be contacted at ariyanigoeliling@unimerz.ac.id.

  • Astil, STIE Enam Enam Kendari

    Astil Harli Roslan is a lecturer and researcher at STIE Enam Enam Kendari, Kendari, Southeast
    Sulawesi, Indonesia. He holds a doctoral degree in management and specializes in marketing
    management and consumer behavior. His research interests include service marketing, digital
    marketing, customer satisfaction, perceived value, brand image, customer engagement, and
    customer loyalty. He also conducts quantitative research using Structural Equation Modeling. He
    can be contacted at astilharlirolan7@gmail.com.

  • Syahra

    Syahra is affiliated with the Digital Business Study Program at Akademi Bisnis 11 Oktober Kendari,
    Southeast Sulawesi, Indonesia. She holds a bachelor’s degree from Universitas Muhammadiyah
    Kendari and a Master of Management degree from Universitas Halu Oleo. Her academic and
    research interests focus on marketing management, digital marketing, consumer behavior, customer
    satisfaction, and digital business. She is also experienced in quantitative data analysis using SPSS,
    SmartPLS, and AMOS. She can be contacted at syahra.azis@gmail.com.

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Published

2026-08-04

Issue

Vol. 15 No. 2 (2025): November (2025) - April (2026)

Section

Articles

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Copyright (c) 2026 Hayat Yusuf, Ardiansyah Goeliling, Astil, Syahra

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Hayat Yusuf, Ardiansyah Goeliling, Astil, & Syahra. (2026). Salespeople’s Customer Orientation and Customer Satisfaction: An SDL Perspective. Journal of Business & Banking, 15(2), 317-334. https://doi.org/10.14414/gb9bq372