Determinants of logistics service salesperson performance: the moderating role of logistics complexity and digital transformation

Purpose This study aims to examine how training effectiveness, sales passion and emotional intelligence influence logistics service salesperson performance, with adaptive selling behaviour serving as a mediator and logistics complexity along with digital transformation acting as moderators. Design/methodology/approach Applying the partial least squares structural model method to analyse data from 666 logistics service salespeople in Southeast Vietnam, this study identifies factors that affect salesperson performance amid logistics companies expanding their supply chains and adopting digital transformation. Findings The findings indicate that training effectiveness and emotional intelligence positively influence salesperson performance both directly and indirectly through adaptive selling behaviour. Sales passion does not directly affect performance but has an indirect effect. Additionally, logistics complexity and digital transformation weaken the relationship between adaptive selling behaviour and salesperson performance. Research limitations/implications This study explores key factors impacting salesperson performance within the logistics sector. Moreover, logistics firms should work to reduce logistics complexity and actively pursue digital transformation based on their company size. Originality/value This study highlights the factors affecting logistics service salesperson performance in the context of companies expanding their supply chain networks and implementing digital transformation.