Do Underlying Physical Specifications of a Servicescape Matter? The Case of the Cruise Industry

Abstract

Understanding customer satisfaction in the cruise industry has mainly focused on intangible attributes like dining and spa experiences. This study explores the impact of cruise-ship servicescape, shaped by physical characteristics such as size and width. Our research confirms the impact of servicescape on passenger satisfaction within the cruise industry. Specifically, passengers typically prefer newer, stable, and less crowded ships. We advocate for greater attention to servicescape design for a distinct, sustainable competitive advantage. Recognizing its significance can enhance customer experiences and market positioning. In addition to contributing to the research on the cruise industry and servicescape literature, this study provides valuable insights for industry stakeholders to enhance their understanding and management of customer satisfaction.

Graphical Abstract

Keywords:

• Servicescape
• customer satisfaction
• physical attributes
• sustainable competitive advantage
• cruise industry

Disclosure statement

No potential conflict of interest was reported by the author(s).

Figure 1. Conceptual framework.

Table 1. Cruise satisfaction factors.