Who pays the ferryman? An analysis of the ferry passenger's selection dilemma

Purpose: based on the known in the literature difference between expected and perceived quality, this study examines the factors and the ways that influence the passenger to select a ferry operator. Methodology/approach: the research attempts to shed some light on the importance of every selection determinant by employing multinomial logistics analysis which identify that the convenience determinant is pivotal when selecting a service. Findings: the main findings of the study indicate that among six different combinations of factors—models—perceived service quality together with price and convenience (satisfaction determinants) best describe the choice procedure followed by the passenger. The evidence is drawn from a survey performed in the Greek coastal shipping sector. Originality/value of the paper: to survive in a competitive market, organizations must continuously strive to understand their customers’ wants and needs. Although this is a highly recognized issue in the marketing agenda little or no research has been done on passenger satisfaction and the subsequent selection of a ferry operator. Practical implications: by using the findings of this work, ferry operators may deeply and timely understand their customers’ purchasing behaviour and adapt their marketing policies especially in a competitive and fast-changing environment.