International Journal of Urban Management and Energy Sustainability

International Journal of Urban Management and Energy Sustainability

Assessing and Developing a Technology Readiness Model for B2B Companies in Adopting AI-Powered Customer Relationship Management (AI-CRM): A Mixed-Methods Study

Document Type : Case Study

Authors
Ahmed Salam Ali Nukhailawi 1
Hossein Rahimi Kolour 2
Bahman Khodapanah 3
Mohammad Bashokouh Ajirlou 4
1 Ph.D. Student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 Associate Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran
3 Assistant Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran
4 Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
10.22034/ijumes.2025.736705
Abstract
This study investigates the mechanisms through which discursive distribution channels influence the sales performance of new products, validating a qualitatively derived model through a quantitative phase. In the first stage, a grounded theory approach was employed to identify the key dimensions of discursive distribution channels namely norming, discursive coherence, content diversity, and interactivity. Subsequently, the research model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results indicate that content diversity significantly strengthens customer trust, while discursive coherence and norming exert no significant direct effect on trust. Interactivity and content diversity significantly enhance customer engagement, and engagement plays a stronger role than trust in explaining perceived value. Perceived value, in turn, significantly predicts purchase intention for new products. These findings suggest that discursive distribution channels exert their effect on purchase behaviour primarily through creating interactive experiences and multi-faceted content, activating customer engagement, and elevating perceived value. The study provides empirical evidence for the necessity of designing channels that function as stages for customer participation and experience rather than as one-way message conduits.
Keywords
Content diversity
customer engagement
discursive distribution channels
grounded theory
interactivity
new products
perceived value
PLS-SEM
purchase intention
trust
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International Journal of Urban Management and Energy Sustainability
Volume 6, Issue 3 - Serial Number 3
Summer 2025
Pages 301-314

  • Receive Date 09 March 2025
  • Revise Date 10 May 2025
  • Accept Date 27 September 2025