The effects of manufacturer's organizational learning on distributor satisfaction and loyalty in industrial markets

The main objective of this study is to examine the effects of organizational learning (OL) on satisfaction and loyalty in industrial markets. A conceptual model, in which the unit for analysis is the dyadic relationship between manufacturers and their main distributor, is proposed and tested. The empirical results showed that the manufacturer's OL is an antecedent of the relational outcomes achieved in business relationships. Specifically, increased OL in the manufacturer has a direct effect on the main distributor's degree of satisfaction and an indirect effect on his loyalty. It is also confirmed that the manufacturer's OL has a direct effect on the manufacturer's business performance. However, we found that links between OL and satisfaction and OL and loyalty are not changed by market turbulence.

Research Highlights
► Organizational learning (OL) as a precursor of satisfaction and loyalty.
► OL affects directly the main distributor's degree of satisfaction.
► The main distributor's degree of loyalty is influenced indirectly by OL.
► OL is an antecedent of the manufacturer's business performance.
► Market turbulence does not moderate OL and relational outcome variables connections.