Page 888 - MARSIUM'21 COMP OF PAPER

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5.3 LIMITATION AND RECOMMENDATION OF THE RESEARCH

This research is constrained by several inevitable imperfections. Firstly, the research is cross-sectional, therefore to
measure that the company problem in position their new service cannot be demonstrated at a point in time. The data were
collected within a single set time to examine the relationship between independent and dependent variables. However, the
independent variables impacting the new service positioning in tour and travel can vary over time. Secondly, a survey
questionnaire is the type of data collection used in this study. This standardized questionnaire provides data that can be
quantitatively analyzed for patterns and trends, in particular for closed-ended questions. Data accuracy and reliability are
influenced by the respondents’ understanding and answers to the questionnaires. Last but not least, most of the respondents
were Malays, so this study does not represent the whole population of Malaysia. The respondents are mostly university students
and workers who may present an external validity question. Thus, the generalizability of the outcome is constrained for these
reasons.

Based on the limitations that exist in this research, some recommendations may be helpful for future improvement
and for producing better outcomes in the study. First, it is recommended that a longitudinal approach can be used to gather
data and evaluate improvements in respondents over the long term. The longitudinal approach is easier because the time of
data collection is longer, and the sequence of variables is often better explored (Lee et al., 2018). Besides, researchers should
consider integrating the survey questionnaire into their future research should increase data quality by using other methods
such as personal interviews, and site visits. The open-ended question is proposed to provide an access point for the respondents
to share their views, to better grasp the reasoning of the respondents.

5.4 CONCLUSION

This research investigates the factors that influencing the new service positioning in tour and travel company. There
are three factors that have positively impacted the new service positioning on Tiram Travel Sdn Bhd which are service
innovation, reliability and brand endorsement. It is an important reference point for the company as they need to understand
well what the customer needs, wants and preferred before launching any service. This will encourage company to do more
research on how to tackle customer eyes to see what Tiram Travel provide for them. The business and other researchers can
use this finding as reference in the future.

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