Recent passenger figures suggest that although the cruise industry is growing, so is the competition. This growth has made it imperative for the industry to retain its current clientele to thrive. Research has revealed that service experiences can be severely altered, either positively or negatively, by one single “moment of truth.” This study examined cruise passengers’ moments of truth using critical incident technique to better understand cruise passengers’ overall satisfaction, perceived value, word of mouth, and repurchase intentions. Results imply that analyzing critical incidents can be an effective management tool for cruise line management and that these “moments of truth” are relevant to visitor retention. It was also found that negative incidents have a much greater effect on cruise passengers’ post hoc cruise evaluations than positive incidents. Opportunities for future research are also discussed.
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