The services marketing literature focuses on the measurement of service quality and its impact and consequences on businesses. This is important as service quality affects behavioural outcomes such as repeat purchases and loyalty. Research in this respect has been concentrated in the banking, financial, insurance and health care sectors. However in recent times several quantitative and qualitative studies pertaining to service quality have been undertaken in the hospitality industry. This study examines how service quality operates in the cruise liner industry, an industry that is now facing overcapacity. Based on data collected from travellers of a luxury cruise liner we analysed their perceptions of service quality using a customised scale which had seventy five attributes. Factor analysis of these attributes revealed a four factor solution. Liner Service Personnel was the most important factor. This is not surprising as cruise liners are highly service-oriented. Luxury cruise operators would be well advised to review our customised scale and possibly use the findings to enhance their service quality and hence their competitive edge.