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Advisor(s)
Abstract(s)
This paper investigates the influence of service recovery in the consumer's complaint
intention to obtain benefits on the cruise industry. The research model proposed and tested
empirically was based on a sample of 164 cruise vacationers who had experiences of a past
service failure. The model also shows the influence of cruise blogs on consumer’s complaint
intention.
The result of the analysis demonstrates higher influence of cruise blogs and reviews than
service recovery strategies on the complaint intention. The findings of the study provide a
better understanding of the service recovery on the cruise industry, being useful for the
managers of the cruise companies. Finally, the results suggest, as well, that cruise ship
managers should implement new marketing strategies related to service recovery and at the
same time attract cruise blogs to the company.
Description
Keywords
Service recovery Cruise ship industry Cruise blogs Complaint intention
Citation
Gonzales Santiago, Marcya; Correia, Ricardo (2019). The influence of blogs on the complain intention: the case of the cruise ship industry. Journal of Marketing Research and Case Studies. ISSN 2165-7009. 2019, p. 1-16
Publisher
IBIMA Publishing