Cruise control: steering through the waves of customer satisfaction across cruise market segments

Demydyuk, G.; Carlbäck, M. (2024)

Article / Letter to editor

This study investigates the intricate relationships between overall cruise rating and various experience attributes by leveraging a comprehensive dataset of consumer reviews from two major online platforms. The analysis revealed that the core elements of hospitality, particularly dining and service, are critical for overall cruise satisfaction, perceived value, and ship quality perceptions. A major finding of this study is the critical role of perceived value for money in shaping the satisfaction narratives expressed by cruise patrons in online reviews in all market segments. The originality of this study lies in its examination of various market segments and review samples, which illuminate the complex and multidimensional aspects of customer satisfaction. The results indicate that hospitality strategies should vary significantly across segments, further emphasising the need for a nuanced approach because of the varied expectations across these markets. Furthermore, the study reveals a pattern suggesting that cost-cutting efforts, when involving food costs, result in lower satisfaction levels in dining and multiple categories, ultimately opposing potential savings. This insight emphasises the need for cruise lines to balance cost-cutting measures carefully while maintaining high-quality dining experiences to enhance overall customer satisfaction. These findings underscore the importance of utilising diverse review metrics to develop a multidimensional framework for customer-centric performance management across all hospitality sectors.

• All authors: Demydyuk, G.; Carlbäck, M.
• Date: 2024-08-30
• Journal: Gastronomy and Tourism
• Volume: 8
• Issue: 3
• Pages: 153 - 169
• DOI: doi:10.3727/216929824X17207924097162