Abstract
This study analyzes how service-related experiences influence customer satisfaction and perceived value for money in the cruise industry. By integrating Service-Dominant Logic (S-D-L) and Experience Accounting (EA), it aims to support the development of customer-centric performance systems for managerial decision making in the all-inclusive hospitality sector. This is the first empirical study to merge data from three perspectives in service-for-service exchanges: customer review ratings from online platforms, ship-level operational characteristics, and financial metrics from corporate reports. This integrated approach allows for a holistic evaluation of the service ecosystem and cocreation of value onboard cruise ships. A quantitative analysis was conducted using a series of multivariate regressions, including a hybrid mediation model, to examine how service ratings influence other experience categories, and ultimately, customer satisfaction and value perceptions. The analysis is based on 9,753 online cruise reviews combined with data on ship characteristics and corporate financials. Service and dining emerged as the most important predictors of overall cruise satisfaction across all ship classes. Mediation analysis revealed that service not only directly and indirectly affects satisfaction positively but also shapes perceptions of ambiance, dining, and value for money. While the ship’s physical environment (operand resources) contributed to customer experiences, its impact varied depending on the combination of experiences driven by service and staff (operant resources). These findings highlight the dynamic interplay between the tangible and intangible elements of customer experience and position service as the central drivers of cocreated value within the cruise experience.
Keywords
cruise lines, experience accounting, cocreation of service experience, big data analysis, customer satisfaction, customer metrics, service dominant logic
ORCID Identifiers
Ganna Demydyuk -
Mats Carlbäck -
DOI
10.5038/2771-5957.4.2.1067
Recommended Citation
Demydyuk, G., & Carlbäck, M. (2025). Applying the synergy of experience accounting and service dominant logic to rank customer experiences in the mainstream cruising. Journal of Global Hospitality and Tourism, 4(2), 136-161. https://www.doi.org/10.5038/2771-5957.4.2.1067
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
Included in
Business Administration, Management, and Operations Commons, Finance and Financial Management Commons, Hospitality Administration and Management Commons, Tourism and Travel Commons, Transportation and Mobility Management Commons
