Measuring Service Quality And Customer Satisfaction Performance Metrics In Cruising Industry

This article examines service quality in regard to cruise lines service performance from a customer perceived satisfaction perspective. The article provides a descriptive observation based on the empirical developments within the research community in terms of theory and practice underlining the service quality as a subjective trait, depending on a series of influential factors and market determinants. The first part of the article focuses on a theoretical explanation of the dimensions linked to service excellence within the cruising industry and the importance of market segmentation determinants in relation to building sustainable relationships with the customers in all phases of the service life cycle. This section is followed by a scrutiny of perceived value and quality management, from an efficient marketing mix perspective. Theories and thoughts of experts of the cross-cultural field are highly regarded, providing a detailed look at the motivational factors of consumers purchase decision inspired by the four psychosomatic factors: learning, motivation, perception and attitude. Service quality, customer satisfaction and experiential travel receive outmost attention in cruise hospitality and travel organizations, as customers’ preferences are influenced by the development of marketing tools and the impact of social media on travelers’ behavior, top management makes it a priority of increasing their focus on diversifying the offer in order to make their products and services appear unique. Conclusions are drawn and discussed following a brief overview of cruising industry’s’ trends within the contemporary transformational global business context.