Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE credits
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.
2010. , p. 49
Service e-commerce, selection criteria, decision making process, yacht charter business, selecting services