AI · Empirical quantitative research article
Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance
Journal of Business Research · 2023
Summary
Technology readiness positively relates to ICT and AI-CRM capability; ICT capability positively relates to AI-CRM capability; relationship performance positively relates to social-sustainability performance. ICT capability mediates the technology-readiness/AI-CRM link, and industry dynamism moderates the ICT-capability/AI-CRM link. For a founder, use this as a question to test in your own context, not a universal playbook.
For your marketing
Possible founder application
Treat this as evidence for the specific b2b growth and sales question studied. Compare the setting and sample to your company before changing a growth decision; use a local experiment where the paper does not match your context.
Reported result
What the study found
Technology readiness positively relates to ICT and AI-CRM capability; ICT capability positively relates to AI-CRM capability; relationship performance positively relates to social-sustainability performance. ICT capability mediates the technology-readiness/AI-CRM link, and industry dynamism moderates the ICT-capability/AI-CRM link.
Research question
What the authors investigated
How does B2B-firm technology readiness relate to ICT capability, AI-based CRM capability, relationship performance, and social-sustainability performance, and do mediation/moderation mechanisms apply?
Design
Primary-data empirical model grounded in the dynamic capability view; the publisher abstract reports mediation of technology readiness → AI-CRM by ICT capability and moderation by industry dynamism, but does not specify the estimator in the accessible abstract.
Sample and setting
217 B2B-firm samples; the publisher abstract does not provide country, respondent role, sampling frame, or industry breakdown.
Scope and transfer
Limitations to keep in view
The accessible publisher abstract does not state limitations; the paper's full text should be checked for sampling, cross-sectional, measurement, and generalizability limitations rather than inferring them.
Research sources
Elsevier/ScienceDirect publisher record identifies this as a 2023, open-access research article and supplies the exact author list, DOI, n=217, model relationships, mediation, and moderation in its abstract. Strong direct evidence for B2B AI-CRM/adoption relevance; contextual details and limitations require full-text editorial review. Correction notices were not separately verified in this collection; consult the current publisher record before applying the findings.