Net Promoter Score
NPS Benchmark Cruise Lines 2023 is a Swedish benchmark study featuring data from 14 different Cruise Lines. The report presents NPS scores for the 11 largest Cruise Lines, as well as the industry average. Additionally, it includes some key demographic background data per cruise line, such as average age, region, gender, type of traveler (budget, safety, and premium categories), etc.
Each Cruise Line in the report is measured on a number of relationship drivers. These drivers or factors map a customer’s overall relationship with a brand and how the brand perception has been influenced by previous experiences. In the report, all relationship drivers per Cruise Line are presented in a benchmark with the industry’s worst and best results as well as the industry’s average for each relationship driver.
Each Cruise Line in the report is measured on a number of industry-specific driving factors. These are adapted to the industry’s specific conditions, and constitute a measure of how satisfied customers are with specific aspects of the cruiselines’ product or service.
While the average scores give a good idea of a company’s performance on different loyalty drivers, it is also worth considering the importance of each driver. By significance here is meant its likely effect in influencing a customer’s propensity to recommend a brand. Important drivers have a stronger association with the likelihood to recommend. Improvements in these aspects are likely to have a greater impact on customer loyalty than improvements in aspects that customers place a lower value on. To establish these relationships, a correlation analysis (Pearson’s r) is made of each individual driving factor with the probability of recommending (NPS).
In the report, this correlation analysis is done for each Cruise Line on each individual relationship and industry driver, which provides answers to how the individual driving factor affects loyalty (i.e. NPS).