Unpacking retailer performance in the wine and spirits sector: multilevel support, satisfaction and the moderating power of digital enablement

Purpose This study investigates how perceived brand support and perceived salesperson support (PSS) influence retailer commercial performance (RCP) in the wine and spirits sector. Grounded in relationship marketing theory and a technology–organization–environment (TOE)-based perspective, it tests retailer satisfaction (RS) as a mediator and digital enablement (DE) as a moderator that strengthens the retailer satisfaction–retailer commercial performance (RS–RCP) relationship in a regulated, competitive distribution context. Design/methodology/approach Using a cross-sectional survey design, questionnaire data were obtained from 428 wine and spirits retailers and shop/showroom owners distributing products for international spirits groups in Vietnam. The hypothesized mediation–moderation model was tested using partial least squares structural equation modeling (PLS-SEM). Findings PBS and PSS positively affect RS, which in turn enhances RCP. RS mediates the relationships between perceived support and RCP, indicating that support translates into commercial outcomes through improved RS. Additionally, DE positively moderates the RS–RCP link, such that higher DE strengthens the effect of satisfaction on retailer outcomes. Practical implications Suppliers in the wine and spirits channel should integrate brand-level resources with problem-solving salesperson support to enhance RS. Investing in DE can further improve channel effectiveness by accelerating the translation of satisfaction into commercial performance in competitive point-of-sale environments. Originality/value This study extends channel and relationship marketing research by explaining how dual-source support translates into RCP through RS, while identifying DE as a key boundary condition. Empirically, it provides evidence from Vietnam's traditional trade context, where B2B channel dynamics remain underexplored compared to consumer-focused alcohol marketing.