Evaluating transatlantic cruise service quality: An integrated SERVQUAL and IPA approach

This study investigates the service quality of transatlantic cruises by applying the SERVQUAL model combined with Importance-Performance Analysis (IPA) and gap analysis. Transatlantic cruises are a unique segment within the rapidly growing cruise tourism industry, where high service quality is crucial for customer satisfaction and loyalty. Despite its importance, empirical research applying robust service quality frameworks to this specific sector is still limited. This research utilizes a quantitative survey approach using a structured SERVQUAL questionnaire. Gap analysis revealed negative gaps across all five SERVQUAL dimensions, indicating that passenger's perceptions consistently fell short of their expectations. The Responsiveness, Reliability, and Empathy dimensions showed the largest gaps highlighting critical areas for improvement. A modified IPA analysis identified specific attributes requiring immediate attention, such as service timeliness and staff responsiveness to passenger requests. Additionally, it provided strategic guidance for resource allocation according to the categorization of other quality service attributes. The findings from the integrated IPA and gap analysis reveal a consistent pattern of performance deficits across all evaluated attributes, thereby highlighting the necessity for comprehensive service quality improvements within the observed transatlantic cruise operator. This study provides valuable insights for cruise service providers seeking to improve service delivery and passenger satisfaction.