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CONCLUSION
1.1 Introduction
The purpose of this study was to examine the factors that influence the travellers
perception on the service quality view online guest review via online third part sites. The
researcher examined the relationship between independent variables (hotel products, price,
facilities, and location) and dependent variables (service quality). This chapter consists of five
sections: 1) Discussion (Section 5.1), 2) Implications of Findings (Section 5.2), 3) Research
Limitations (Section 5.3), 4) Recommendation for Future Research (Section 5.4), and 5)
Conclusion (Section 5.5).
Results
Supported
Supported
Supported
Supported
1.2.2 Relationship between Price and Service Quality Perception of Online Third
Party Sites
The study is also conducted to examine the relationship between price and overall
service quality perception of online third party sites. The multiple linear regression analysis is
employed and showed support between price and service quality perception of online third
party sites at a significant level of 95% confidence level (p < 0.05). Hypothesis 2 (H 2) stated
that there is positive relationship between price and overall service quality perception of
online third party sites, therefore it is supported in this construct.
Based on the finding results in this research which reported positive relationship
between price and service quality perception of online third party sites is coordinate with past
research and supported by many research to this field of study (Vermeulen & Seegers, (2009),
Jang, Prasad, & Ratchford, (2012)). Price signify the amount of money consumer are willing
to spend to get the product and services where it is a significant element in determining the
travellers perception on service quality view online guest review via online third part sites
.Therefore travellers perception on service quality is influence by these factor.
In this research, it is clear that perception of service quality increases when they
impressed with the reasonable price, where the consumer are willing to pay in order to get the
product and services. According to Noone & McGuire, 2013, they state that the price of the
product plays a significant role in determining the quality of product and services
achieved.These researchers agreed that travellers are aware of the price that they are charged
of the quality of the product and services in the hotel.
positive relationship between location and overall service quality perception of online third
party sites, consequently it is supported in this construct.
Based on the finding results in this research which reported positive relationship
between location and service quality perception of online third party sites is coordinate with
past research and supported by many research to this field of study (Egan and Nield, 2000;
Shoval, 2006, Baum and Haveman, 1997; Urtasun and Gutirrez, 2006). Hotel location
influences tourists hotel selection in determining the travellers perception on service quality
view online guest review via online third part sites .Therefore travellers perception on service
quality is influence by these factor.
In this research, it is clear that perception of service quality increases when location
influences in booking decisions, travellers tends to choose hotels. According to Wall et al.,
1985 and Arbel and Pizam, 1977, they state that found that location accessibility are important
especially the accessibility of the hotel and the tourism attractions place. These researchers
agreed that location such as accessibility have significant influence towards the perception of
service quality of online third party sites.
In this research, it is clear that perception of service quality increases when they
impressed with the facilities, travellers have a high preference in the selection of lodging
accommodations. According to Johnson, 2000, they state that found that cleanliness of hotel,
comfortable mattress and pillow, and safety were the most important factors when they select
hotels. These researchers agreed that hotel facilities such as cleanliness and comfortable
mattress and pillow have significant influence towards the perception of service quality of
online third party sites.
Indeed, it is important for the hotel industry to ensure all the factors are taken into
consideration to improvement in order to increase travellers perception on service quality
when view online guest reviews. By doing so, it would benefits the organisation as it will
improve the ability to attract new customer and retain current customers. Lastly, the benefits
of this research will help the hotels to improve on the product and services offered by the
hotels in Selangor.
Liao et al. (2010) stated that the positive and negative reviews do affect the booking
decision , therefore the hotel managers and online intermediaries could enhances the service
quality performance and result in an improvement of travellers perception when view guest
review via third party.
1.6 Conclusion
The main purpose of this study is to examine the factors that influence the travellers
perception on the service quality when view online guest review via third party sites in
Selangor, Malaysia. The conceptual framework presented in Chapter 2, Section 2.8 has been
adopted and tested to determine the relationship of hotel products, price, location, and
facilities towards overall travellers perception on service quality view online guest review via
online third part sites. The totals of 333 out of 330 survey questionnaire were useable for this
research.
The results from descriptive factor analysis in Chapter 4, Section 4.4 is conducted to
test objective 1 where it stated the most important factor determine by travellers when view
online guest review The findings results from this study clearly shows that the most important
is the facilities with 88.1% , following with hotel products , location and price with 83.3%,
82.9% and 78.7%.
The results from the multiple regression analysis in Chapter 4, Section 4.5 were
conducted to test hypotheses 1, through 4 (H1, H2, H3, H4). Hypothesis 1 (H1), Hypothesis 2
(H2), Hypothesis 3 (H3) and Hypothesis 4 (H 4) are supported in this research as it stated that
there is positive relationship of hotel products, price , location and facilities towards
travellers perception on service quality view online guest review via online third part sites.
This means that all the factors including hotel products , price , location and facilities factors
has influences towards travellers perception on service quality view online guest review via
online third part sites.
In addition ,the findings results shows that there is positive relationship of hotel
products and facilities , price and location factors towards travellers perception on service
quality, therefore the null hypothesis is rejected. The results reported that all the factors such
as hotel products and facilities, price and location affect the travellers perception on service
quality view online guest review via online third part sites.
Therefore, the conclusion of this research can be summarized as: 1) hotel products has
a positive significant influence towards travellers perception on service quality, 2) price has a
positive significant influence towards travellers perception on service quality, 3) location
have a positive significant influence towards travellers perception on service quality, and 4)
facilities have a positive significant influence towards travellers perception on service quality
.This research has fulfilled all the research objectives and answered all the research questions
in Chapter 1, Section 1.5 and 1.6.