According to the J.D. Power 2013 Cruise Line Satisfaction Report that was released, Disney Cruise Line tops Customer Satisfaction list. The 2013 Cruise Line Satisfaction Report is based on responses from more than 3,000 customers who traveled on seven different cruise lines in the last 12 months.
The report found that price was the primary reason when choosing a cruise line, followed by past experience with the brand. The report also measured customer satisfaction with cruise lines based on seven factors: service, stateroom, food, embark/debark, entertainment, cost, and excursions.
Disney Cruise Line tops customer satisfaction rankings with a score of 871 (on a 1,000-point scale). This score is significantly higher than the average of 824. Disney Cruise Line also performs particularly well in the entertainment and food factors.
“Many cruise lines in the report have very high levels of passenger satisfaction, well above the report average; however, for more than a year, the overall industry has been dealing with a lot of negative news affecting customer perceptions, expectations and trust,” said Ramez Faza, who is the senior account manager of the global travel and hospitality practice at J.D. Power. “To raise the bar, the industry must focus on meeting the needs of the nearly 20 percent of passengers who experience a problem with their cruise line experience. Cruise lines need to understand the causes of customer dissatisfaction and determine what will motivate them to come back.”
When customers say they “definitely will” return to a particular cruise line, service is the key factor in their decision.
“To retain existing customers or acquire new customers, cruise lines need to be extremely sensitive to the price point that is most comfortable for customers, while providing the highest level of service possible,” said Mr. Faza. “It’s all about perceived value for customers. Did they get their money’s worth? Was the service better than expected? Simply put, cruise lines need to work harder to create an enjoyable experience in which customers feel they are getting a great value for the price. Cruise lines that satisfy their customers and provide them with a reason to cruise again are rewarded with loyal customers.”
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