The purpose of this research is to achieve qualitative growth for private
security industry as a sector of service industry to attract clients and promote
the growth of the private security industry by analyzing the factors which
influence the customer's service satisfaction in using the private security
services. A regression analysis was conducted to determine the factors which
influences the satisfaction of private security service to ultimately achieve the
research purpose. In the regression analysis, the difference between corporate
clients and individual clients were analyzed for the sake of providing better
security services and marketing applications. As a result, the factors that
influences the satisfaction of the categorized groups were very clearly signified.
Both individual and corporate clients showed increase in satisfaction rate when
the fear of crime decreased. This result implies that the private security firms
must possess segmented strategies as well as strategies to lower the fear
factors of clients.
There were no differences in all satisfaction-influencing factors when the
fear reduction variable was exempted among both corporate and individual
clients in usage satisfaction. This result shows that clients demand varies
according to the client and the security firms must react to these demands
by the clients. Although private security industry possess very clear publicity,
it is a profit generating industry sector therefore, like other service industry,
the private security services must implement strategies to keep up with the
paradigm. If the satisfaction determinants from the research results are
grafted into strategies such relationship marketing and target market
selection, higher service satisfaction can be achieved from the clients.