Statistical results showed that Asian cruise travelers have four subcomponents on perceivedservice quality. The components are “Facility”, “F&B”, “Entertainment”, and “Staff”. Amongthem Facility was only one significant component to directly affect cruise travelers’ satisfactionlevel and behavioral intention. It was revealed that Asian cruise travelers have threesubcomponents on perceived value, and the components are “Emotional response”, “Perceivedprice”, and “Behavioral price and reputation”.
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