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The Effect of Review Writing on Learning Engagement in Channel Partner Relationship Management

Elizabeth Aguirre¹; Dominik Mahr²; Ko de Ruyter³; Dhruv Grewal⁴; Jan Pelser⁵; Martin Wetzels²

¹ Elizabethtown College · ² University of Waikato · ³ City, University of London · ⁴ Babson College · ⁵ Maastricht University

To develop the knowledge and skill sets of channel partner firms, manufacturers increasingly introduce learning programs as part of their relationship management strategies. However, the engagement of channel partners in these programs tends to be low. 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 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 (salesperson's learning orientation and identification with the manufacturer) and the relationship with the manufacturer (length and exclusivity).

DOI

10.1509/jm.15.0121

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