The above mentioned service opportunities will allow Carnival Corporation to

The above mentioned service opportunities will allow

This preview shows page 13 - 15 out of 25 pages.

The above-mentioned service opportunities will allow Carnival Corporation to delivera high level of services along with incorporating customer feedback. It will help indeveloping committed customers who are not only loyal but demonstrate that loyaltyby telling others about their satisfaction with the services (Heskett, 2002). RecommendationsAs per the problems discovered in the primary research, the followingrecommendations have been proposed in order to ensure that the customerexperience in terms of complaint resolution as well as the overall experience with theservices is positive leading to repeat purchase, recommendations to others andpositive perception of the company’s services. Based on the first service opportunity identified above which is lack of propercomplaint registration procedure, it is recommended to create an on-boardkiosk which the customers can use to leave their feedback as well ascomplaints. The kiosk will be enabled to register complaints using thecustomer’s cabin card bar code / QR code, and an incentive such ascomplimentary drinks voucher will be provided upon the successfulregistration of a complaint. Carnival currently has paper-based ‘customersatisfaction questionnaires (CSQs), but given the technological trend, it isrecommended that an automated kiosk will make it easier for not onlycustomers but also for the staff as well in terms of going through all thereviews/complaints digitally. Furthermore, a short survey can also beincorporated where the customer can review the services being provided interms of areas where Carnival Corporation is doing well as well as areaswhich need improvement. This will not only help in further strengthening therelationship with the customers but also provide an opportunity to thecompany to incorporate their feedback leading to repeat purchase as well aspositive recommendations to others.13
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Figure 5 Example of a Kiosk for Complaints/FeedbackSecondly, most respondents believed that the compensation provided to themfor their complaint lodged wasn’t satisfactory. One respondent commented: "When I complained about my cruise the compensation was coupons forfuture holidays. I would rather have the option to have vouchers to spendelsewhere as I may not want to go with this cruise company again." The survey also indicated that vouchers for future holidays had mixedreviews, as most people believed that they wouldn’t be looking forward tocruise again with the same line again. Respondents were more interested inreceiving vouchers that they could spend on board as soon as they hadlodged their complaints. A specific cruise event should be created for the Millennials, as the primaryresearch yielded that millennials felt there were not enough cruise holidaysspecific to their market. This festival cruise would also give Carnival a chanceto advertise on-board for other cruises or holidays that millennials may beinterested in, such as the holiday available with their brand Fathom. This is abig opportunity as other cruise competitors are already offering millennial14
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  • Spring '08
  • stauble
  • Marketing, Carnival Cruise Lines, Cruise ship, Holland America Line, Cruise lines, Carnival Corporation & PLC, Princess Cruises

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