Journal of African Development

Purpose: This study looks into the economic effects of multimodal cleanliness and hygiene policies on patron retention. Keeping a clean environment has become essential for multiplexes to meet the expectations of their movie-watching patrons. These days, watching films is more about lifestyle and social standing than it is about your favourite actor. Spending a lot of money on movie tickets in a multiplex with all the 5-star amenities—such as reclining seats, a clean and hygienic atmosphere, ambience, and personalised service—is not something that customers mind. Although housekeeping is a department that primarily operates in the background and does not directly contribute to revenue, it is a fact that if your areas are not kept clean and hygienic, customers may not want to visit your property, which could result in loss. For this reason, housekeeping is very important in terms of profitability and customer retention.

Methodology: The study polled 25 housekeeping managers and 184 patrons at the top multiplexes in Gurugram using quantitative approaches. This study uses a quantitative, cross-sectional survey design to investigate the connection between hygiene practices and their economic influence on customer retention. To present a comprehensive picture, the method integrates operational data from housekeeping managers with consumer perception data.

 Findings: The results show that customer happiness and perceived hygiene standards are strongly positively correlated, which has an immediate effect on repeat business and customer loyalty. The cost-benefit analysis of hiring housekeeping services is also covered in the study, which demonstrates how better cleanliness increases long-term profitability by retaining customers.

Practical Implications: The study's conclusions are that cleaning as a Source of Income in addition to being operational requirements, cleanliness and obvious hygiene measures can serve as tactical instruments for attracting and keeping clients. Profitability can be directly impacted by improved hygienic impressions, which can result in more customers returning, more concession purchases, and favourable word-of-mouth.

Originality: This study created a thorough theoretical framework that connects customer retention and hygiene practices. This study is among the first to investigate, from an economic standpoint, the connection between housekeeping and hygiene practices and consumer retention, particularly in the multiplex movie theatre sector. Although cleanliness has been examined as a service quality factor in earlier hospitality and tourist studies, the majority of these studies have concentrated on hotels, restaurants, or healthcare facilities..