Customer’s selection criteria when booking yacht online

• Main Authors: Nualnim, Nuanyong, Phuaksawat, Chayanut
• Format: Others
• Language: English
• Published: Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling 2010
• Subjects: Service e-commerce; selection criteria; decision making process; yacht charter business; selecting services
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9841

Problem: Online yacht booking market is now very competitive market. There are many yacht online companies in the market. Therefore, it is critical for yacht online companies to understand customers’ needs and to know what the selection criteria are that customers use to book yacht online. As rental yacht sales agents are mostly virtual companies, which mainly use Internet to reach target customers and conduct most of the purchase process. Therefore, one question that need to be researched is how important is the website for the rental yacht sales agent when it comes to getting new customers and keeping the old ones? Purpose:  The purpose of the study is to find out what the selection criteria which customers use to evaluate when booking yacht online are. Method: This study is primarily based on qualitative research by using in-depth interview method. Customer decision making process is applied in order to suit with the topic. The data collection came from two sources, primary and secondary data. Conclusion: The important selection criteria for new customers are websites containing necessary information which mentioned by the interviewees during the interview, word of mouth of the company and services from the company and its sale staff. These three selection criteria have huge effect on new customers in order to book yacht online. For the experienced customers, there are two selection criteria which are considered as the most important criteria which are services from the company and its sale staff and website containing necessary information.