finns en personlig prägel och att man kombinerar teknik med personlig kontakt för en så bra helhetsupplevelse som möjligt. Kunden vill att det ska gå snabbt och smidigt och vill gärna inte vara bunden, men vill samtidigt ha känslan av att man inte bara är en i mängden.
5.3 Begränsningar och förslag till fortsatt forskning
Studien bidrar med insikter för hur artificiell intelligens kan användas för att attrahera och behålla B2B-kunder i köpprocessen. Däremot finns det begränsningar som behöver nämnas. Det första är att studien är begränsad inom ämnet artificiell intelligens och att det har framkommit att respondenterna har svårigheter att förstå tekniken. Begränsningen finns i hur tekniken kan realiseras utöver tilltänkta faktorer och behov som presenterats. En annan begränsning finns i att studien har utförts i Norrbotten, Sverige vilket är avgränsat geografiskt. Dock kan det till stor grad spegla hur det ser ut inom bilbranschen även på andra platser eftersom branschen generellt anses vara efter när det gäller användandet av digitala verktyg. Det hade därför varit av intresse att jämföra med andra branscher när det gäller digitala verktyg såsom artificiell intelligens.
Det finns även en begränsning i att studien har fokuserats på fordonsköp vilket gör att upplevelsen kan skilja sig gentemot andra typer av köp som inte har samma ekonomiska omfattning. Det kan därför ha påverkat resultatet eftersom kunskapen hos köpare och säljare endast fokuserat på fordonsköp vilket kan påverka studiens reliabilitet. Forskning i frågor om hur köpmodeller för fordonsköp har förändrats vore därmed intressant. Då studien inte har resonerat kring hur faktorerna eller behoven är kopplade till specifika köpsituationer kan det även vara en begränsning i studien. Det har visats att de påverkar köpprocessen men inte hur mycket och om vissa av faktorerna eller behoven bara har minimal påverkan. För framtida forskning vore det därför intressant att studera relationen djupare med till exempel ekonomiska aspekter.
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