Determinants of Sales Performance in Retail Enterprises: the Mediating Role of Customer Orientation in the Digital era

Exploration of the persistent gap between digital transformation investments and improved sales performance in retail enterprises, especially in developing markets like Soc Trang, Vietnam, is still insufficiently researched. This research argues that the customer orientation will be the primary intervening factor that connects supply chain management, CRM, adaptive selling, sales force capability, and digital marketing to sales outcomes. The questionnaire results of 250 retail employees were examined by using PLS-SEM. The major part of the direct effects of the five factors of the survey on the sales performance is in fact indirect. Digital marketing’s influence on customer orientation can serve as an illustration. Customer orientation takes the lead as the most influential factor followed by transformation of digital and organizational capabilities into effective sales strategies through it. Besides questioning theoretical understanding, this kind of research will also provide certain industries with the knowledge they need to survive market constraints. Retail management and policy-makers should be educated on the importance of customer-centered culture, collaboration of CRM and digital marketing systems, and the creation of such environment processes that will respond to switching customer preferences quickly三the ultimate way to get the most out of the market boost is to build relationships with your consumers and the world around them.