Home⇛Asia Pacific Journal of Management and Sustainable Development⇛vol. 13 no. 1 Part 5 (2025)

Service Quality and Guest Loyalty in an Ultra Luxury Cruise Ship

Carl Lawrence R. Macabasco | Maria Fe L. Meñez

Discipline: tourism, transport and travel

 

Abstract:

The study investigated the relationship of service quality and guest loyalty in an ultra-luxury cruise ship. The study was conducted to enhance performance quality among service workers, thereby fostering a deeper sense of loyalty among guests on an ultra-luxury cruise ship. It involved objectives such as studying the demographic and psychographic profiles of guests' reasons for travel and cruise experiences, assessing service quality, determining guest loyalty, and examining significant variances in responses depending on group profiles. Employing a descriptive correlation research design, data were gathered from 329 guests who have travelled on an ultra-luxury cruise line by completing a hybrid/online survey based on an adopted and modified questionnaire. The internal consistency reliability of the data was clearly demonstrated using Cronbach's alpha. The statistical analysis employed in the study included the Shapiro-Wilk test, Kruskal-Wallis test, and Mann-Whitney U test to assess significant differences, while Spearman Rho was utilized to evaluate significant relationships. Ethical standards were rigorously maintained to safeguard personal information in accordance with the Cruise Ship data privacy standards. This study demonstrated a significant difference on responsiveness and reliability when categorized by gender. It also revealed the significant relationship between all the factors of Service Quality and Guest Loyalty. A key recommendation for management is to guarantee the continual provision of service standards at the highest quality. In accordance with the proposed action plan to construct training centers in Africa, Europe, India, and the Philippines, where the corporation employs the majority of its workforce.



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