A Study on the Factors influencing on Perceived Value in the Cruise Service

크루즈서비스에 있어 지각된 가치에 영향을 미치는 요인에 관한 연구

Recently market potentials of Asian cruise service have driven big western incumbents to make an strategic entry into Asian cruise market. However Korean cruise industry has been on the initiating stage focused on coastal cruise service. Under the circumstances, Korean firms which have intention to provide cruise service ought not to depend mainly on government's institutional supports such as expansion of social infrastructure and consolidation of related law, but to explore and utilize service-oriented factors for customer satisfaction as fundamentals for competitive strategies with some considerations. In this study, we expanded the perceived value literature by demonstrating the role of selected affective factors such as novelty and hedonics on value in the context of cruise service experiences. We also examined the role of customer satisfaction in the affect-value relationship. According to the results, it is analyzed that such determinants of perceived value in cruise-ferry service like novelty and hedonics have some positive influences on customer satisfaction of cruise service. In particular, hedonics is strongly linked to cruise vacationers' value perceptions and repurchase intentions. Overall satisfaction as a mediator accounted for the relationship between affective antecedents and perceived value. The managerial findings of this research are also briefly discussed.