Sailing Rough Seas: Abstract
This case is designed to demonstrate issues and problems in designing service systems and appropriate service performance measures. Students have an opportunity to analyze the entire service package provided by a cruise line. Students can analyze the supporting facility (the actual physical resources which must be in place to provide the service), the facilitating goods (the materials purchased or consumed by the customer), the explicit services (the benefits readily observable by the senses and that consist of the essential features of the service), and the implicit services (the psychological benefits ancillary to the service). The case shows the importance paying attention to details and customer desires in fostering repeat business, while emphasizing the consequences of failing to do so, including customer dissatisfaction, complaints, and loss of future business.
Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.