Abstract

This study was carried out with the aim of Examining the safety and security measures practiced in the hospitality industry and its effect on customer retention. This study adopts a cross sectional research design to assess the safety and security measures practiced in the hospitality industry and it effect of customer retention.

It also employed the use questionnaires with a 5 Likert Scale and samples of 50 customers form St. Claire Hotel, Mountain Hotel and Parliamentary Flat Hotel. All the customers were randomly selected to represent the sample size. The data collected was analyzed using regression analysis via SPSS 21. It was discovered that 76% of customers’ retention in hotels can be predicted from safety and security measure and emergency situations (independent variables).

Specifically, it was discovered that safety and security measures influence customers’ retention in hotels above 100%. This result indicates that the hotels under examination have a high level of safety and security measures put in place to safeguard the lives of their customers.

It was also discovered that unit increase on the level at which hotels handles emergency situations will lead to an increase in customer retention by 0.395. This result indicates that the level at which hotels handles emergency situations influences customers’ retention in by 39.5%.

This result indicates that the hotels under examination have a medium level of handling emergency. Base on the analysis above, the study concludes that all the hotels should adopt security and safety measures irrespective of their size or level of service, as security is considered to be an important prime concern for the guests who come to the hotel.

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Hospitality industry is among the fastest growing economic sectors in the world, recording long-term growth in international tourist arrivals and receipts (World Tourism Organization, 2019). However, as events in recent years have shown, the tourist industry is increasingly exposed to various types of threats and risks example includes., political threats, natural disasters, diseases and many others that can have a direct impact on the life and health of the customers (Rittichainuwat and Chakraborty., 2012; Ghazi, 2015; Žuromskaite and Nagaj., 2018; Chauhan and Negi, 2001).

Thus, the issue of security has become part of everyday life and an issue closely related to tourism and hospitality (Chan and Doris., 2013). Every event in the world (e.g., terrorist attacks, new viruses, natural disasters, economic crises) that directly affects hospitality industry also has a negative impact on the income and customer retention in the hospitality industry (Kubickova et al., 2019)as well as financial markets (Lee et al. 2018), which indirectly increases the effect of this impact.

However, depending on the geographical location, state policy or economic situation in the country, threats may affect the development of hospitality industry in different ways. It should also be remembered that the same threats do not occur everywhere, as they may vary from region to region. In order to ensure that hospitality industry to develop and generate income for hospitality service owners, all participants in this sector should pay more attention to the safety and security of their customers. This is because when deciding on a tourist trip, tourists choose a tourist destination and a hotel, or more broadly, an accommodation facility, guided not only by the criterion of price, but also by the level of security in these facilities (Rittichainuwat and Chakraborty 2012; (Garg and Kumar., 2017).

Safety and security systems plays vital role in hotel industry. There are the factors that are of paramount importance, which involves avoiding those causes of injury and damage (Ball et al., 1993). The notion of secured management has changed a lot from the stout walls with barbed fencing and entrance with modern electronic lock, water sprinklers and closed circuit television etc. As such, the management must carry out the task of assessing the Safety and security needs and according design and manage the facilities by continuously monitoring the safety conditions and standards (Sujit Ghosal, 2011).

They are responsible for the protection of property and personal security would expose guests and employees to crime risks. Hence the Guest Rooms are a “Safe Haven”. While hotels in most locations are required by law to provide reasonable care to ensure guests have a safe and secure stay, they are not required to guarantee guest security. You are responsible for your personal security and property.

Hoteliers provide guestroom “safes” for the convenience of guests. However, these containers are not as durable as bank safes. They can be broken into and guests should always place money or valuables in the safe deposit box at the front desk of the hotel. When leaving the guestroom, ensure the door properly closes and is secured (Tarun Bansal, 2010). Make a mental note of how your property was left; avoid leaving valuables in plain view or in an unorganized manner.

1.2 Statement of the Problem

A hotel is a facility where numerous types of crimes take place, like, bilking, data breach, robbery, theft, bomb threats, to name just a few. Perpetrators of crimes committed in hotels are seldom arrested and convicted as they sometimes commit victimless crimes, such as, money laundering, drug trafficking and robbery during prostitution, which are not reported. This is due to the fact that victimless crime victims contribute towards crimes committed against them. Some crimes in the hotel begin in the foyer as well as in the reception counter, such as, theft, robbery and credit card fraud.

While the guest is busy with the registration with the receptionist, the guest places his or her belongings on the floor and after the registration is completed, some of the bags, if not all are missing. In some hotels which are along the busy streets, robbery and vandalism takes place when a guest walks inside the hotel lift with non-guests and get robbed inside the elevator (Hughes, 1984). Hotels are also faced with emergency situation such as; bomb threat, fire threat, and death of an in-house guests, accident situation, and illness and epidemics emergency situations.

All these could make guest to feel uncomfortable, therefore, maturity in handling the situations by providing sound safety and security measures are demanded so as penetrate the market through customer retention. This has motivated the researcher to examining the safety and security measures practiced in the hospitality industry and it effect on customer retention in some selected hotels in Buea.

1.3 Research Questions

1.3.1. Primary Research Question

The main research question for this study is what is the effect of safety and security measures practiced in the hospitality industry on customer retention?

1.3.2. Specific Research Questions

1. What is the relevance of safety and security measures practiced in hotels and it effect on customer retention?
2. What are the different emergency situations inn hotels and their handling procedure?
3. What are the various safety and security measures performance in hotels?

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