Semester of Graduation
Spring 2026
Degree Type
Dissertation
Degree Name
Doctor of Philosophy in Business Administration
Department
Marketing
Committee Chair/First Advisor
Hyunju Shin
Second Advisor
Brian Rutherford
Third Advisor
Lucy Matthews
Abstract
Artificial intelligence (AI) is dramatically altering the business-to-business sales landscape by offering numerous potential enhancements to buyer-seller interactions. However, despite AI’s promising potential to augment the sales profession, little work has examined AI-customer symbiosis in the sales context. Therefore, we ask: How does a buyer’s perception of symbiosis with a salesperson’s AI tool impact their future relationship intentions? Leveraging the concepts of symbiosis and customer value theory, we surveyed 170 procurement professionals in the U.S. We assessed the structural and measurement models using SmartPLS 4 and utilized partial least squares structural equation modeling. Our findings suggest that when customers perceive AI-enhanced sales interactions as mutually beneficial, their future relationship intentions are enhanced both directly and through the serial mediation pathway of perceived benefits and relationship satisfaction. A firm’s ethical reputation and relationship quality did not meaningfully affect the relationship between mutualistic AI-customer symbiosis and perceived benefits. This research makes theoretical contributions by providing a detailed conceptualization of AI-customer symbiosis, extending customer value theory into technology-augmented relationships, and contributing to the relationship marketing, sales, and AI ethics literatures. Our findings offer sales professionals actionable guidance on tailoring AI implementation and relationship management strategies.