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

Agguirre, L., Mahr, D., de Ruyter, K., Pelser, J., Grewal, D. and Wetzels, M. (2018). The effect of review writing on learning engagement in channel partner relationship management. Journal of Marketing, doi: 10.1509/jm.15.0121

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).

Publication Type: Article
Additional Information: © 2017, American Marketing Association
Publisher Keywords: partner relationship management, self-regulated learning, feedback systems, review writing
Departments: Cass Business School > Management
URI: http://openaccess.city.ac.uk/id/eprint/18502
[img] Text - Accepted Version
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