The Role of Artificial Intelligence with Stockholm Syndrome in B2B Purchasing: Why Do Customers Stick with Mediocre Suppliers?

Abstract

 This paper explores the intriguing intersection of artificial intelligence (AI), cognitive biases, and business-to-business (B2B) purchasing behavior. Specifically, we investigate how AI-driven customer relationship management systems can inadvertently reinforce supplier dependence, a phenomenon analogous to Stockholm Syndrome, leading companies to maintain relationships with suboptimal suppliers despite the availability of better alternatives. Our study integrates perspectives from psychology, organizational behavior, and AI, offering insights that are both theoretically rich and practically relevant for businesses leveraging AI in procurement and supplier relationship management. 

Keywords: B2B Sales, Artificial Intelligence, Purchasing, Sales, Marketing