Security practices in retail properties in a developing economy: a logistic analysis of impacts on customers’ satisfaction and patronage

Abstract

Purpose The purpose of this study is to examine the impact of a soft facility practice in the organized retail sector. In specifics, it draws context from a security practice and assesses its effect on customers’ satisfaction and patronage in retail properties. Design/methodology/approach The research method is quantitative. The study used a survey research design with the use of a structured questionnaire for data collection. The data were collected from the head of households who purchase items in the retail shops. It applied a logistic regression model to estimate customers’ satisfaction and the effect of the current security practice on patronage. Findings Contrary to expectation, descriptive analysis of data shows that respondents were satisfied with the security procedure with weighted means scores (3.62, 3.74, 3.78 and 3.66) above average for bag check at exits, reconciliation of receipts with purchase, the attitude of security personnel during exit checks and time taken during exit checks. With specific reference to bag checks at the exit, logit shows that 32% were neutral while 8% were dissatisfied with the security practice. Among the dissatisfied, logit shows an odds ratio of 0.059, which implies that they are likely to verbally express their dissatisfaction with the shop. On the other hand, the chances that they would not do this are more likely with an odds ratio of 162818201.343. Further, continuous patronage (Loyalty) is strongly less likely with an odds ratio of 1.250E-22. This was corroborated by a similar odd ratio of 4.068E-11 estimated for those that would take the exit option due to the bag’s check. Research limitations/implications The limitation of this study is that samples were randomly drawn from an unknown population of customers. However, the study was guided by Cochran (1963) to select a valid representative sample and support the reliability of the research findings. Practical implications The findings on satisfaction imply that the convenience and swiftness associated with shopping in a retail shop had been eroded by the current security facility practices which may lead to a reduction in the growth and retail sector turnover. While many dissatisfied customers would have exited if there are alternative shops with more customer-friendly security practices, the limited number of organized retail shops in the study area will prevent this from happening. Originality/value Literature on the management of facilities in real estate is quite vast; however, not much attention has been paid to the management of security in the retail sector particularly in Nigeria. This study is, therefore, novel, as it provides seminal evidence on this important topic and will serve as a reference for further research in Nigeria.