THE EFFECTS OF SECURITY MEASURES ON CUSTOMER’S DINING DECISIONS

Abstract

Purpose: This study is conducted to investigate the effects of security measures taken by the hotels, restaurants and clubs on their customers dinning decision. Methodology/Sample: In this study, security measures are measured by three variables; Valet Parking, Security Guards and Check-in and check-out. For this study, primary data collection method was used and questionnaire approach was used to collect data from the customers of hotels, restaurants and clubs located in Karachi. This study uses convenience non-probability sampling technique because of scatter population and absences of population frame. The sample size of 224 respondents was selected out of 250 questionnaires because the rest 26 questionnaires remained unfilled due to non response error. In order to get the results Chi- Square Tests were applied. Findings: The overall findings showed that individuals did prefer security measures taken by the Hotels, clubs and restaurants as an important factor for their decision to dine in there. But On the other hand the ‘r’ value is negative, which shows there is a negative association between two variables, but it is very less and weak and does not effect because it is a result of sample while the study of population that is in testing of hypothesis. Out of three hypotheses first two showed significant results which means that there is a significant effect and a relationship exists between valet parking and security guards on customers dining decision while, check-in and check-out found to be insignificantly related to customers dining decision. Practical Implications: This study is useful for the managers of the hotels, restaurants and clubs to understand the importance of security measures on their customer’s dining decision. Although, number of studies have been done on factors effecting customer satisfaction but this study independently investigated the effect of security measures on customer’s dining decisions. Therefore, the results of the study will help the managers to take such actions which improve their hotels, restaurants and clubs security and customer’s feel secure to dine in such places as a result their revenue will also increase.