An investigation into service quality in the cruise liner industry in Malta

Abstract

This research focuses on measuring the service quality in the local cruise liner industry. The main objectives are to identify any differences in the expectations and perceptions of the cruise liner operators in order to determine any service quality gaps need to be addressed by the local industry's stakeholders. Another objective of the study is to ascertain the operators' perceptions towards Malta as a hub port. The study also aims at determining what the local stakeholders are doing in enhancing Malta's position in the industry. The objectives were achieved through a quantitative Likert scale questionnaire based on the service quality measurement SERVQUAL model also supported by a qualitative research. Semi-structured interviews were also held with five local major stakeholders. The study found that the international cruise liner operators have a positive perception towards the service quality in Malta. Nonetheless certain service quality gaps such as the geographical position, fuel efficiency, port infrastructure, berthing capacity and the impact of the country's safety on the tour excursions amongst others were identified. Moreover the sparse air connectivity to the U.S.A. has been identified as the main drawback with regards to hubbing. The study concludes that despite the high level of satisfaction towards the service received in Malta, the local stakeholders must address the identified service quality gaps to keep the island abreast with the changing trends of the industry and be perceived as the perfect fit to the cruise liner operators' itineraries.