Examining Potential Cruise Passengers' Loyalty to the Cruise Industry Post COVID-19

Abstract

The purpose of this thesis project is to investigate past cruise passengers' loyalty to the cruise industry post-COVID-19. Specifically, the intent is to examine how well the investment model explains cruise passengers' loyalty with the inclusion of information satisfaction in the model. Hence, the roles of (a) information satisfaction, (b) their satisfaction with the cruise industry, (c) the perceived quality of alternatives, and (d) the investment they have with the cruise industry will be used to explain past cruise passengers' current loyalty to the cruise industry.

The conceptual model proposed that information satisfaction positively correlates with satisfaction with the brand. Satisfaction with the brand, quality of alternatives and investment positively correlates with brand loyalty. The results suggested that the research was supported, cruise passengers’ loyalty to a cruise brand had a significant and positive influence on their satisfaction with information (β=.301) followed by quality of alternatives which had a signification negative influence (β=-.030). Consistent with previous findings, the current research found that investment size played a significant and positive role in a cruise passengers’ loyalty to a cruise line (β=.94). However, satisfaction with the brand did not significantly predict brand loyalty (β=.207). The result also reviewed that information satisfaction had an indirect impact on brand loyalty (β=.052).

The theoretical implications of the current research suggests that information satisfaction should be included in the determination of the overall customer satisfaction. The practical implication aims at offering the cruise industry and cruise brands insights on how to capture their customers’ investment.