In much the way that the players skill can affect the flow of a NPC dialog, add some character to the NPC by giving them add comments related to the captain's or ship's name. If the NPC is hostile this could be a taunt or if friendly then a personal reference from the NPC. "Enterprise represents a long line of garbage skows!" or "Kirk is a honored name in our culture".
Similarly NPC's might be naturally hostile or respectful of certain accolades the captain has earned.