Qualities of effective cruise marketing strategy

Abstract

Purpose The purpose of this paper is to investigate the qualities of delighted cruise travelling experience and proposed cruisers’ experience, service convenience and perceived overall value as the drivers of cruisers’ satisfaction and revisit intention. Thus, the attributes of an effective cruise-marketing strategy in formulating consumer’s recreational experiences are examined. Design/methodology/approach A total of 287 questionnaires were collected and structural equation modelling technique was used to analyse data obtained from cruise travellers. Findings The empirical results indicated that service convenience and cruisers’ experience significantly influence perceived overall cruisers’ satisfaction and revisit intention, whereas perceived overall cruise value influences perceived overall cruisers’ satisfaction but not cruisers’ revisit intention. Furthermore, empirical assessments support that service convenience is a higher-order model (reflective-reflective) consisting of decision convenience, access convenience, transaction convenience, benefit convenience and post-benefit convenience. Originality/value This research is among ongoing attempts that have been carried out regarding the qualities of cruise satisfaction and revisits intention and uncovers recreational experiences to propose an effective cruise-marketing strategy.

Faktor-Faktor yang Memengaruhi Pengalaman dan Kepuasan Pelanggan Perkotaan dalam Pembelian Melalui M-commerce

“…Respons pelanggan terhadap pengalamannya dapat mencakup komponen kognitif, emosional, perilaku, sensorik, dan sosial, dan mungkin dipicu oleh perusahaan berdasarkan karakteristik produk atau merek atau elemen lain, seperti situs web perusahaan atau aplikasi seluler (Koetz, 2019). Kepuasan adalah evaluasi paska pembelian dari suatu produk atau layanan setelah pengalaman konsumsi (Sharma & Patterson, 2000) Penelitian sebelumnya menemukan bahwa pengalaman pelanggan berpengaruh positif terhadap kepuasan (Boo et al, 2014;Giannoulakis, Wang, & Felver, 2015;Roy et al, 2019;Shahijan, Rezaei, & Amin, 2018;Suhartanto, Brien, Sumarjan, & Wibisono, 2018;Mbama & Ezepue, 2018;Trivedi & Jagani, 2018). Berdasarkan uraian diatas, maka: H5: Pengalaman pelanggan mengenai m-shopping berpengaruh positif terhadap kepuasan pelanggan.…”

“…Pengalaman belanja online yang baik akan meningkatkan kepuasan pelanggan. Hasil penelitian ini mendukung hasil penelitian sebelumnya (Boo et al, 2014;Giannoulakis et al, 2015;Roy et al, 2019;Shahijan et al, 2018;Suhartanto et al, 2018).…”

Are Black Friday Deals Worth It? Mining Twitter Users’ Sentiment and Behavior Response

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