THE MEDIATING EFFECT OF GUEST SATISFACTION ON THE RELATIONSHIP BETWEEN SAFETY AND SECURITY AND CUSTOMER RETENTION OF SELECTED INLAND RESORTS IN TAGUM CITY

Abstract

This study determined the mediating effect of guest satisfaction on the relationship between safety and security and customer retention at selected inland resorts in Tagum City. A descriptive-correlational research design was employed. The respondents of the study were 300 local and non-local tourists at selected inland resorts in Tagum City. Mean, Pearson r, standard deviation, regression analysis, and the Sobel test were used as statistical tools. Findings revealed a significant relationship between safety and security and customer retention, guest satisfaction and customer retention, and safety and security and guest satisfaction. Guest satisfaction mediates the relationship between safety, security, and customer retention among tourists with full mediation. Based on the findings, it highlights the importance of safety and security, customer retention, and guest satisfaction and suggest improving safety and security policies in inland resorts. The development of inland resorts for applying safety and security policies is needed to enhance guest satisfaction and maximize customer retention.