BACKGROUND: The Cruise industry is growing rapidly with more players and better services entering the industry. This means tougher competition which has pushed each cruise company to find ways it can become unique and hence customer's preferred liner for cruise trips (Plowman, 2006)
It found that they could be luxurious while at the same time maintain some mass market features to make operations more cost effective and open to a wider customer base. (Ward, 2006) All this worked fine until the turn of the century when things began heating up in the cruise industry and it appeared that one had to compete real hard to stay ahead of the competition by offering more value for money along with great customer service