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Marketing in the northern European ferry industry: An overview of on-board activity

University of Ulster, Jordanstown, Co. Antrim, N. Ireland, BT62 3SQ, A.Gilmore{at}ulst.ac.ufc

Initially this paper considers the dimensions of service quality relevant to the marketing activity of the ferry industry. Based on a review of the literature and an exploratory study of ferry industry marketing it argues that service quality will incorporate both the tangible and intangible dimensions of ferry service delivery.

The findings from an empirical study of Northern European ferry operators' marketing activity carried out between 1991 and 1993 are presented in the context of both the tangible and intangible dimensions offered. The study provides an overview of the similarities and differences of the ferry industry's marketing activity in different geographical regions in northern Europe during this period.

Key Words: services marketing activity • ferry industry • tangibles • intangibles • comparative study

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