Page 887 - MARSIUM'21 COMP OF PAPER

888

Unexpectedly, the demographic groups which is age, monthly income and annual travel capability that tested on
ANOVA One-Way Analysis disclose results that there is no significant difference between the dependent variable which is
positioning. In order to get significant difference, the significant values that need to be achieved is below than 0.05,
unfortunately, based on the analysis, all the demographic group which is age, monthly income and annual travel capability was
above 0.05. Firstly, for the age group, the result of significant value is 0.136 which is above 0.05. With these result, found that
Malaysia customers of age 26 to 35 years old are less likely to position themselves in the new service that Tiram Travel Sdn
Bhd launched. Next, the significant value of monthly income group also shown the result that has no significant difference
between the new service positioning in the tour and travel company. Respondents with more income are less likely willing to
get involved in the new service positioning of tour and travel company as they may have other commitment that are more
important because the higher income, the higher commitment and responsibility for each person. Next, the significant values
groups of annual travel capability also above 0.05 and the result shows no significant difference of the new service positioning
in the tour and travel company.

5.2 HYPOTHESIS DISCUSSION

5.2.1 H1 - TO DETERMINE IF THERE IS A POSITIVE RELATIONSHIP BETWEEN SERVICE
INNOVATION AND POSITIONING IN TOUR AND TRAVEL COMPANY

The result of H1 is accepted as it shows there is positive relationship between service innovation and the
new service positioning in tour and travel company. Service innovation results (β = 0.184, t-value = 2.137, sig = 0.035) stipulate
that there is a significant and strong relationship towards the new service positioning in tour and service company. The findings
are aligned with previous research results by Storey (2010) and Grawe (2009) proved that the new service positioning in tour
and travel company is successful if they make an innovation in the service that the company provided before launched it to the
society. It differentiates the company from other company as they have their own uniqueness and create a good image in the
eyes of consumers. Furthermore, in order to ensure customer satisfaction with the service provided by the company, the
company need to provide service that reliable, easy to use and meet special requirement from the customers. This way, it would
be easy to position the new service that Tiram Travel launched. In essence, service innovation acts as an important factors and
determinant of the new service positioning in tour and travel company. Hence, H1 is supported.

5.2.2 H2 - TO DETERMINE IF THERE IS A POSITIVE RELATIONSHIP BETWEEN RELIABILITY
AND POSITIONING IN TOUR AND TRAVEL COMPANY

Next, the result of H2 is accepted as it shows there is a positiove relationship between reliability and the
new service positioning in tour and travel company. Reliability results (β = 0.277, t-value = 3.545, sig = 0.001) stipulate that
there is a significant and strong relationship towards the new service positioning in tour and travel company. The findings are
aligned with previous research results by Mustafa (2010) proved that the new service positioning in tour and travel company
is successful if they provided a reliable service for their customers as this will shows the power of word-of-mouth because
customer spread how Tiram Travel treat them as their customers. If the customer gets the right treatment from the company,
indirectly it will give beneficial impact for the company in the future. Furthermore, in order to ensure customer satisfaction,
all the problems and difficulties need to be done or settled by the company as soon as possible to increase the number of sales
in the future. This way, it would be easy to position the new service that Tiram Travel launched. In essence, reliability acts as
an important factors and determinant of the new service positioning in tour and travel company. Hnece, H2 is supported.

5.2.3 H3 - TO DETERMINE IF THERE IS A POSITIVE RELATIONSHIP BETWEEN BRAND
ENDORSEMENT AND POSITIONING IN TOUR AND TRAVEL COMPANY

The result of H3 is accepted as it shows there is positive relationship between brand endorsement and the
new service positioning in tour and travel company. Brand endorsement results (β = 0.448, t-value = 5.569, sig = 0.000)
stipulate that there is a significant and strong relationship towards the new service positioning in tour and service company.
The findings are aligned with previous research results by Hung (2014) proved that the new service positioning in tour and
travel company is successful if they customer recognize all the service or brand that endorsed by Tiram Travel. In order to
make customers recognize them, they need to provide a tip top service in order to capture customer attentions. Company needs
to have their own policy and requirement when customers are buying with them so that they will feel more confident and
secured while making a buying purchasing from Tiram Travel. On the other hand, customers are more likely willing to buy
the brand or service that endorsed by Tiram Travel itself. This way, it would be easy to position the new service that Tiram
Travel launched. In essence, brand endorsement acts as an important factors and determinant of the new service positioning in
tour and travel company. Hence, H3 is supported.

888