A self-determination theory approach to motivating engagement with channel partner enablement programs

•Enablement programs that satisfy channel partner's competence and relatedness needs have negative impacts on extrinsic motivation. •Intrinsic motivation has a positive impact on partners' service and sales ability, intentions to engage in further training, and recommendations of the training program to others. •Extrinsic motivation has a negative impact on partners' service and sales ability, intentions to engage in further training, and recommendations of the training program to others. •Channel partner perceived effort–reward unfairness diminishes positive (negative) effects of need satisfaction on intrinsic (extrinsic) motivation.