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

Elizabeth Aguirre Lopez, Dhruv Grewal, Dominik Mahr, Ko de Ruyter, Martin Wetzels

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

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).

Original languageEnglish
Pages (from-to)64-84
Number of pages21
JournalJournal of Marketing
Volume82
Issue number2
DOIs
Publication statusPublished - Mar 2018

Keywords

  • partner relationship management
  • self-regulated learning
  • feedback systems
  • review writing
  • SALES FORCE
  • COMPANY IDENTIFICATION
  • PERFORMANCE OUTCOMES
  • GOAL ORIENTATIONS
  • SELF-REGULATION
  • MOTIVATION
  • ANTECEDENTS
  • MODEL
  • WORK
  • CONSEQUENCES

Cite this

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title = "The Effect of Review Writing on Learning Engagement in Channel Partner Relationship Management",
abstract = "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).",
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author = "{Aguirre Lopez}, Elizabeth and Dhruv Grewal and Dominik Mahr and {de Ruyter}, Ko and Martin Wetzels",
note = "Data Source: Dissertation Liz Aguirre-Lopez, Survey Data",
year = "2018",
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doi = "10.1509/jm.15.0121",
language = "English",
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pages = "64--84",
journal = "Journal of Marketing",
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The Effect of Review Writing on Learning Engagement in Channel Partner Relationship Management. / Aguirre Lopez, Elizabeth; Grewal, Dhruv; Mahr, Dominik; de Ruyter, Ko; Wetzels, Martin.

In: Journal of Marketing, Vol. 82, No. 2, 03.2018, p. 64-84.

Research output: Contribution to journalArticleAcademicpeer-review

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