Keeping the Customers Happy: The Importance of Morale on Cruise Ships

<jats:p>Cruise businesses face unique challenges in providing vacations at sea. For a start, the business model is predicated upon the establishment and operation of a floating resort with guests enjoying high levels of service against an ever-changing backdrop. This article considers how perceptions of crew morale impact guest satisfaction with their cruise vacation. The research project reflected on theories concerning perceptions of service quality, the notions concerning service experience as theater, performativity and emotional labor, and the rather underresearched focus on the meaning and implication of morale. An online survey, completed by over 800 respondents, confirmed the importance that guests capture an impression that crew are happy in their workplace. There is a connection between an impression of high morale with guest satisfaction, both in terms of service quality and the overall cruise experience. This research draws attention to the challenge of maintaining high levels of performance for lengthy contracts. It also demonstrates that most cruise passengers are aware of, and sensitive to, crew morale.</jats:p>