Abstract This study examined the influence of reputation management on customer loyalty of transport firms in Port Harcourt. Reputation management was proxied using trust and reciprocity as its dimensions while referrals and repeat purchase as measures of customer loyalty. Social Exchange Theory was the baseline theory which the study anchored on. The study adopted a quantitative survey research design, which data were collected from 120 customers of selected transport firms using a structured questionnaire measured on a five-point Likert scale. Reliability of the instrument was confirmed using Cronbach’s Alpha coefficients, of which all instruments fell within acceptable thresholds. Findings revealed that trust and reciprocity jointly influence customer referrals, accounting for reasonable degree of variation on referrals. Similarly, trust and reciprocity were found to have significant influence on repeat purchase as it explains relative percent of its variation. The results indicate that customers are more likely to remain loyal to transport firms that are perceived to be trustworthy and responsive. Also, the liberal actions of firm are reciprocated through repeat patronage and recommendations. The study concludes that effective reputation management is very essential as it influences customer loyalty in the transport industry. We recommend among others that organization had better understand that customer loyalty can be achieved through trust building and reciprocity-based practices.
PEACE IGWE (Wed,) studied this question.