The effect of review writing on learning engagement in channel partner relationship management

Agguirre, L., Mahr, D., de Ruyter, K., Pelser, J., Grewal, D. & Wetzels, M. (2017). The effect of review writing on learning engagement in channel partner relationship management. Journal of Marketing,

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Abstract

To develop the knowledge and skill sets of channel partner firms, firms increasingly introduce learning programs as part of their relationship management strategies. Yet, the engagement of channel partners in these programs tends to be low though. The current research, conducted in collaboration with a Fortune 100 information technology company, examines ways to strengthen learning engagement. In accordance with self-regulated learning theory, the authors propose and demonstrate that when channel partners write reviews of a learning module that they attended, beyond providing ratings,they are better able to reflect on the relevance of their learning experience and they are further engaged in learning activities. The audience and focus of these written reviews determine the engagement of the channel partner sales personnel. Therefore, review writing is a valuable, informal mechanism to motivate them. These effects are moderated by characteristics of both the channel partner (learning orientation of the salesperson, identification with the manufacturer) and the relationship with the manufacturer (length and exclusivity).

Item Type: Article
Additional Information: © 2017, American Marketing Association
Uncontrolled Keywords: partner relationship management, self-regulated learning, feedback systems, review writing
Divisions: Cass Business School > Faculty of Management
URI: http://openaccess.city.ac.uk/id/eprint/18502

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