Digital Transformation and Competitive Advantage: A PLS-SEM Analysis of the Dual Mediation of Customer Participation and Innovation Capability

This study pioneers an exploration of the mediating roles of customer participation (CP), service innovation capability (SIC), and process innovation capability (PIC) in the relationship between digital transformation (DT) and competitive advantage (CAD) among logistics enterprises, an aspect that has not been addressed in prior research. The research adopts a mixed-methods approach that integrates a systematic literature review, expert interviews, and a quantitative survey. Data were collected from 380 logistics enterprises operating in Ho Chi Minh City, Vietnam. Partial least squares structural equation modeling was employed to test the proposed relationships. The findings indicate that digital transformation (DT) has a positive effect on competitive advantage (CAD), customer participation (CP), service innovation capability (SIC), and process innovation capability (PIC). The study elucidates the mechanisms through which digital transformation (DT) influences competitive advantage (CAD). These findings provide important theoretical and practical implications, enabling firms to formulate more effective digital transformation strategies.