REPUTATION MANAGEMENT STRATEGIES AND CUSTOMERS’ PATRONAGE OF MOBILE LOAN PLATFORMS IN CALABAR, NIGERIA
DOI:
https://doi.org/10.64415/jgpmc.v3i1.85Keywords:
Reputation Management, Mobile Loan Platforms, Customer Patronage, Complaint Resolution, Operational Transparency, Privacy AssuranceAbstract
This study investigated the influence of reputation management strategies on customers’ patronage of mobile loan platforms in Calabar, Cross River State, Nigeria. The study was prompted by concerns that despite improved access to credit through mobile lending, issues relating to trust, poor communication, privacy breaches, and harsh debt recovery practices may discourage continued usage. Specifically, the study examined the effects of customer complaint resolution, operational transparency disclosure, and customer privacy assurance on patronage. Cross-sectional survey design was used. The data were obtained from 384 active users of mobile loan platforms through structured questionnaires and analysed with multiple regression using SPSS version 26, after a preliminary descriptive statistics analysis. Results showed that effective complaint resolution, transparent disclosure of operational information, and assurance of customer privacy significantly enhance patronage. The findings suggest that prompt response to complaints, clear communication of loan conditions, and adequate protection of users’ data strengthen trust, repeat usage, and positive referrals. It was, therefore, concluded that reputation management is a critical determinant of customer patronage and recommends improved complaint management, greater transparency, and stronger data security measures among mobile loan providers.
Keywords: Reputation Management, Mobile Loan Platforms, Customer Patronage, Complaint Resolution, Operational Transparency, Privacy Assurance.
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