Abstract

Purpose: This study examines the impact of digital transformation on the competitive advantage of logistics enterprises, with a focus on the mediating roles of customer participation and innovation. Customer participation is highlighted as a key mechanism enabling enterprises to co-create service value, enhance customer experience, and foster innovation. Research design, data, and methodology: A quantitative approach was adopted using survey data from 380 managers in logistics enterprises in Ho Chi Minh City, Vietnam. Structural equation modeling (SEM) was employed to test the proposed relationships among digital transformation, customer participation, innovation, and competitive advantage. Results: The findings demonstrate that digital transformation has both direct and indirect effects on competitive advantage through customer participation and innovation. Additionally, IT infrastructure, digital leadership capability, organizational agility, competitive pressure, and government support positively influence digital transformation. Conclusions: The study underscores the central role of digital transformation in enhancing competitive advantage. It further emphasizes customer participation as a catalyst for innovation and value co-creation. These findings contribute empirical evidence to the literature and provide practical implications for logistics enterprises seeking to implement digital transformation effectively and sustain competitiveness in a dynamic market environment.