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B2B Channel Partner Programs: Disentangling Indebtedness from Gratitude

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  • Pelser, Jan
  • de Ruyter, Ko
  • Wetzels, Martin
  • Grewal, Dhruv
  • Cox, David
  • van Beuningen, Jacqueline

Abstract

Many suppliers invest heavily in channel partner programs that incentivize selling and learning. The authors conduct a multi-wave field study to investigate the roles of indebtedness and gratitude in transforming these investments into returns. The results show that indebtedness has negative effects on commitment to the supplier, as well as the reseller's sales effort. Gratitude however attenuates the effects of indebtedness on sales effort and commitment, and thus offers a buffer against indebtedness’ negative effects. Indebtedness and gratitude thus play key roles in channel partner programs. In addition, the results highlight the importance of perceived motives as they differentially predict these two states. Benevolent motives are found to increase gratitude, though ulterior motives do not detract from it. Ulterior motives do however increase indebtedness. Finally, the results also reveal how entitlement negatively impacts channel partner programs: It decreases the positive effect of perceived program value on partner gratitude while increasing the effect of ulterior motives on indebtedness. This study thus assesses the simultaneous yet contrasting role of gratitude and indebtedness, as well as the complexity associated with realizing the full benefits of channel partner programs. The findings have implications for suppliers, marketers, and further research.

Suggested Citation

  • Pelser, Jan & de Ruyter, Ko & Wetzels, Martin & Grewal, Dhruv & Cox, David & van Beuningen, Jacqueline, 2015. "B2B Channel Partner Programs: Disentangling Indebtedness from Gratitude," Journal of Retailing, Elsevier, vol. 91(4), pages 660-678.
    • Handle: RePEc:eee:jouret:v:91:y:2015:i:4:p:660-678
    DOI: 10.1016/j.jretai.2015.05.006
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    4. Fiona Cownie, 2017. "Gratitude and its drivers within higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(2), pages 290-308, July.
    5. Wang, Yonggui & Zhang, Lu, 2021. "How customer entitlement influences supplier performance in B2B relationships in emerging economy? A moderated mediation model of institutional environments," Journal of Business Research, Elsevier, vol. 134(C), pages 689-700.
    6. De Vries, Eline L.E. & Duque, Lola C., 2018. "Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns," Journal of Retailing, Elsevier, vol. 94(4), pages 352-363.
    7. Li, Yi & Fumagalli, Elena, 2022. "Spoiled Rotten: How and When Discontinuation of Repetitive and Regular Delight Offers Increases Customer Desire for Revenge," Journal of Retailing, Elsevier, vol. 98(3), pages 412-431.

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