CHAPTER V

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).

1.2 Discussion of Findings

In Chapter 4, the researcher have clearly shown the findings, based on the results
obtained the significance of acceptance are identified and discussed. The research findings are
evaluated and supported back to the theories and concepts applied in the past research that
conducted within similar field of study to support the present study. In Table 5.1, it illustrates
the research hypotheses results. The descriptive statistics of the factors that affecting the
travellers perception when view online reviews, 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%.

Table 5.1 Research Hypotheses Results

Hypothesis
H1 = There is positive relationship between hotel products and overall service quality

Results
Supported

perception of online third party sites

H2 = There is positive relationship between price surrounding and overall service quality

Supported

perception of online third party sites

H3 = There is positive relationship between location and overall service quality perception

Supported

of online third party sites

H4 = There is positive relationship between facilities and overall service quality perception

Supported

of online third party sites

1.2.1 Relationship between Hotel Products and Service Quality Perception of

Online Third Party Sites
The study is conducted to examine the relationship between hotel products and overall
service quality perception of online third party sites. The multiple linear regression analysis is
used and presented support between hotel products and service quality perception of online
third party sites at a significant level of 95% confidence level (p < 0.05). Hypothesis 1 (H 1)
stated that there is positive relationship between hotel products and overall service quality
perception of online third party sites, thus it is supported in this construct.
Based on the finding results in this research which reported positive relationship
between hotel products and service quality perception of online third party sites is coordinate
with past research and supported by many research to this field of study (Jinxiang Zha and
Lisheng Wang (2006), Yue Huang (2012), Weiyang Chen (2009) ). Hotel products, in terms of
the product quality and information it is an important 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 quality and information of the hotel products. According to Tuten &
Solomon, 2015, they states that the features of the product plays a significant role in
determining a general overview and a positive or negative guest reviews. These researchers
agreed that hotel products such the product information, features and quality have significant
influence towards the perception of service quality of online third party sites.

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.

1.2.3 Relationship between Location and Service Quality Perception of Online

Third Party Sites
The relationship between location and service quality perception of online third party
sites is conducted in the present study. The multiple linear regression analysis reported
support between location and service quality perception of online third party sites at a
significant level of 95% confidence level (p < 0.05). Hypothesis 3 (H 3) stated that there is

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.

1.2.4 Relationship between Facilities and Service Quality Perception of Online

Third Party Sites
The relationship between facilities and service quality perception of online third party
sites is conducted in the present study. The multiple linear regression analysis reported
support between facilities and service quality perception of online third party sites at a
significant level of 95% confidence level (p < 0.05). Hypothesis 4 (H 4) stated that there is
positive relationship between facilities 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 facilities and service quality perception of online third party sites is coordinate with
past research and supported by many research to this field of study (Richard& Sundaram,
(19940, Hu & Hiemstra, (1996), Bell& Morey, (1996)). Hotel facilities signify as one of the
top selection criterion 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 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.

1.3 Implications of Findings

The hotel industry in Malaysia have developed rapidly at the same pace it has become
very competitive in the market as there is an increasing number of people purchasing hotel
rooms via third party online sites (Kotler, Bowen, & Makens, 2010). This study provides
empirical evidence that there is a strong relationship between hotel products, price, location,
facilities factors and service quality. The findings of this study have a significant to both the
hotel industry as well as to the online intermediaries.
In terms of online intermediaries, this study has provided evidence of the factors that
has positive influence towards the service quality perception of online third party sites which
are hotel products, price, location and facilities. In terms of online hotel industry, this study
has provided information and recommendation to the hotel industries to implement the
strategy that may improve their hotel product, price, location and facilities. This study could
allow travellers to receive the perceive value on the service quality and ensure that action is
taken to strengthen the online guest review via third party sites as the hotel industry
recognizes the factors that influence travellers perception when view online guest review.
This research provides information to the hotel industry of the operation and
management in Selangor. It identifies the factors that affecting service quality perception
towards online third party sites. The findings results showed that facilities have the most
influences towards service quality perception, followed by price, location and hotel products
factors. Therefore, hotel industry managers should emphasize the quality of facilities and
types of facilities which included cleanliness and comfortable of facilities, in order to improve
travellers perceptions towards service quality.

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.

1.4 Research Limitations

There are few limitations that were observed during the study, these gaps would help to
refine future research efforts. Mainly, the study is limited in one location where it only
focuses on specific area which is Selangor.
Secondly, the researcher did not study or examine how the positive and negative
reviews will affect the decision to book hotel via online third party. The researcher did not
study in-depth of the hospitality industry, where it should focus on the factors that will
influence the travellers perception on the service quality in the city hotels which can be
categories under luxury hotels, 4 star hotels, 3 star hotels and budget hotels and resort hotels,
because both city hotels and resort travellers have different perceive value on hotel attributes.
With a higher respond rate issues could arise as the misleading gesture in answering, thus this
should be taken into consideration. In this research, judgemental sampling is used where it
required the sample is distributed to respondents who have used online third party, and valid
respondents may reject the research participation offer.
Moreover, the limitation in term of time and resources constraints and insufficient
sample size are highlighted in the completion of this research. The sampling size of 330
survey questionnaires was distributed equally, however with limited time and insufficient
sample size may not be able to provide precise and rich data for this research.

1.5 Recommendation for Future Research

For future research, more related topics can be studies such as examine how the
positive and negative reviews will affect the decision to book hotel via online third party.
Besides, conduct an in-depth study of the hospitality industry, where it should focus on the
factors that will influence the travellers perception on the service quality in the city hotels
which can be categories under luxury hotels, 4 star hotels, 3 star hotels and budget hotels and
resort hotels, because both city hotels and resort travellers have different perceive value on
hotel attributes.
In addition, the focus of the study can be further repeated in other countries or other
region in Malaysia to examine the factors that influence the travellers perception on the
service quality when view online guest review via third. Other than that, the demographic
profile such as income level, ethnicity, and nationality may need to look into consideration as
it may have significant influence towards the travellers perception on the service quality
when view online guest review via third. Each individual has difference family background
and perception towards service quality when view online guest reviews.
Moreover, having larger or equally distributed sample size is recommended for future
research. The questionnaires should be distributed in a longer period of times frames and a
larger sample sizes in order to achieve a better representation of respondents feedback from
the actual population of Malaysia. Thus this would results in more accuracy, precise and
practicality of the data.
Lastly, quantitative approach does not have an in-depth understanding of the travellers
perception on the service quality when view online guest review via third. Therefore in future
in order to achieve a better understanding of respondents point of view and feedback on the
online guest reviews which it would provide richer data, it is recommended to uses a
qualitative technique.

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.