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

Elizabeth Ramaker, Dominik Mahr, Ko de Ruyter, Dhruv Grewal, Maastricht University, Maastricht University

Research output: Contribution to journalArticleScientificpeer-review


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
JournalJournal of Marketing
Issue number2
Publication statusPublished - 2018
Externally publishedYes


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