크루즈승무원의 라포형성행동이 크루즈여행만족과 충성도에 미치는 영향

The Impact of Rapport-building Behaviors of Cruise Crew on Customers’Satisfaction and Loyalty

This study examines the impact of cruise crew’s rapport-building behaviors on customers’ satisfaction and loyalty. A total of 282 surveys were collected from cruise travellers who took their cruises at domestic and foreign ports. Rapport-building behaviors of cruise crew were classified into three categories: courteous attitude, connecting behavior and uncommonly attentive behavior. As a result of the analysis, courteous attitude, connecting behavior and uncommonly attentive behavior were shown to positively affect customers’ satisfaction and loyalty. This study also confirms that customers’ satisfaction plays a role as a precondition for loyalty. Based on these results, several managerial suggestions to enhance cruisers’ satisfaction and to improve their loyalty towards cruise lines were also discussed.