The influence of the onboard servicescape on cruisers’ experiential state, delight and memorability

Purpose: This study aims to examine the effects of the servicescape on experiential state, delight and memorability in the context of the cruise experience. This study also analyzes the moderating effects of sociodemographic characteristics (income and place of residency) and prior travel experience. Design/methodology/approach: Drawing on the Stimulus-Organism-Response theory, structural equation modeling via partial least squares path modeling was applied to a sample of 415 cruisers. A multi-group analysis was used to test the moderating effects. Findings: Study results confirm the predictive role of the servicescape in creating experience, delight and memorability, with a place of residence, past travel experience and income exerting moderating effects on the aforementioned relationships. Practical implications: The results offer useful insights for managers who operate not only in the cruise industry but also in other service contexts. Moreover, the moderating effects offer novel insights into smarter marketing on the part of service companies oriented toward value co-creation. Originality/value: Only a few recent studies have focused on the servicescape in the context of the cruise industry. This study contributes to the literature by providing a theoretical framework and empirical evidence for analyzing the role of the onboard servicescape in cruisers’ experience, delight and memorability while also considering the moderating effects that of sociodemographic and travel-related characteristics exert on the different paths.