Elucidating critical success factors for digital transformation in logistics service providers using a grey-DANP approach: Insights from the Thai SMEs road freight transportation sector

Digital transformation (DT) is crucial for logistics service providers (LSPs) to improve efficiency, innovation, and competitiveness. However, small and medium-sized enterprises (SMEs) in Thailand’s road freight transportation sector face challenges in adopting digital technologies due to limited resources, expertise, and resistance to change. This study identifies and analyzes the critical success factors (CSFs) that drive successful DT for Thai SMEs. Grounded in dynamic capability (DC) theory, twelve key CSFs are identified and validated through expert insights. The study uses the grey-DANP (Decision Making Trial and Evaluation Laboratory-based Analytic Network Process combined with grey theory) approach, to examine the interrelationships and relative importance of these CSFs. Weight-variance analysis (WVA) further assesses the strengths and weaknesses of each CSF, providing organizations valuable insights for enhancing the DT process. The findings provide actionable recommendations for SMEs to overcome barriers and better navigate their DT journey. The study contributes a conceptual framework for SMEs in the road freight transportation sector, with insights that can be adapted to other industries facing similar digital adoption challenges. This research offers valuable theoretical and practical contributions, providing guidance for policymakers, business leaders, and scholars aiming to facilitate DT in SMEs across emerging economies.