12. Creating Loyal Customers: Three Generations of Cruise Travellers

This research takes an auto-ethnographical approach to the investigation of the needs, satisfactions and loyalties of cruise travellers. Through the narrative of three generation of cruise traveller the notion of loyal and disloyal regular cruise travelling is explored as is the idea of satisfaction and dissatisfaction of the first time cruise traveller (Petrick and Sirakaya, Annals of Tourism Research, 31(2), 472–475, 2004). It finds that the industry is attracting differentiated first time cruisers through its supply chain which may affect satisfaction; those who have a fully informed experience appear to be more loyal but price may impact on future purchase. The lack of satisfaction engendered by the operational management of the consumer experience, for instance meal service and intrusion of cabin space by untimely noise, could easily be avoided thus enhancing the consumer experience and creating loyalty to the industry and brand. There is no doubt the longevity of relationships and enhanced customer relationship management (CRM) have enhanced the brand loyalty of some cruise passengers; the use of bespoke CRM could undoubtedly be used to create loyalty in less engaged users.