Digital Transformation, Green Logistics Capability, and Operational Efficiency in Indonesian Freight Forwarding: The Sequential Mediating Mechanisms of Technology Adoption and Service Excellence

Abstract

This study examines the sequential mediating roles of technology adoption and service excellence in the relationships among digital transformation, green logistics capability, and operational efficiency in Indonesian freight forwarding companies. This quantitative causal-explanatory research employed a cross-sectional survey of 250 managers from freight forwarding companies in Indonesia. Data analysis utilized Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0 and bootstrapping with 5,000 subsamples. Data analysis utilized Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3.0 and bootstrapping with 5,000 subsamples. The findings confirm all seven direct hypotheses and both sequential mediation hypotheses. Digital transformation significantly influences technology adoption (β=0.385, p<0.001), while green logistics capability positively affects technology adoption (β=0.342, p<0.001). Technology adoption substantially enhances service excellence (β=0.431, p<0.001), which in turn drives operational efficiency (β=0.402, p<0.001). Crucially, the sequential mediation pathways—digital transformation → technology adoption → service excellence → operational efficiency and green logistics capability → technology adoption → service excellence → operational efficiency—are both significant, demonstrating that technology adoption and service excellence function as complementary sequential mechanisms. This research provides theoretical contributions by extending dynamic capabilities theory through the identification of sequential micro-foundations and offers practical implications for forwarding managers, industry associations, and policymakers regarding integrated digital and green strategies.