The Moderating Role of Service Recovery on Customer Loyalty in the Context of Cruise Passengers

Ming-Ren Chiou, Shih-Liang Chao and Hsin-Yu Hsieh

Maritime Policy & Management, 2021, vol. 48, issue 2, 150-166

Abstract: The role of cruise shipping is gaining importance in the global tour industry because more customers are accepting this novel means of combining touring and hospitality while travelling. However, service failures are unavoidable because of anthropic factors or ‘acts of God’ while running this complex shipping business. Focusing on cruise caries, this study established a model to ascertain the antecedents of customer loyalty. Subsequently, the moderating effects of service recovery on the relationships between the antecedents and customer loyalty were tested statistically. The results of an empirical survey on Keelung Port demonstrated that for cruise carriers, service quality and customer satisfaction had positive impacts on customer loyalty. In addition, service recovery significantly moderated the impacts of service quality and customer satisfaction on customer loyalty. This article is a revised and expanded version of a paper entitled ‘The Moderating Role of Service Recovery on Customer Loyalty in the context of Cruise Passengers’ presented at the 2019 International Forum on Shipping, Ports and Airports (IFSPA 2019), The Hong Kong Polytechnic University, Hong Kong, 20–24 May 2019.

Date: 2021
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DOI: 10.1080/03088839.2020.1742396

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