Theoretical Framework

What is a Framework? A framework is described as the abstract, logical structure of meaning that guide the development of the study stud y. The framework is used in order to organize and explain all the information learned in the study through the framework’ framework’ss content.

Identification of Key Concepts a. Concept is a term that abstractly describes and names an object or phenomenon

 Example: Concept –  Concept  – Anxiety Anxiety or Stress or Pain

 b.Construct refers to concepts at very high levels of abstraction that have general meanings. Examples: Construct – Emotional Responses

c. Variables signify a more concrete level and are narrow in their definitions.  Example: A variable related to anxiety might be “palmar sweating” if a method could be found to assign numerical values to varying amounts of  palmar sweat.

To understand better the relationship among the constructs, concepts and variables, See Illustration:

Construct

Emotional Responses

Concept

Anxiety

Variable

Palmar Sweating

Abstract

Concrete

What is Theory? - comes from the Greek word “theoria” which means a beholding spectacle or speculation. - a theory is a set of concepts and their relations which explains, predict and interprets how a  particular phenomenon exists and operates.

Theoretical Framework 

- uses abstract concepts, although, in some instance, it is a combination of abstract and well-defined concepts, but more of the former. - consists of theories that seem to be interrelated.

Key terms to understand a. Conceptualization is the process of forming  basic ideas, designs, plans or strategies based on given facts, situations and examples.

 b. Proposition describe the relationship of two or more concepts or variables.

Purposes of Theoretical framework 

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To test theories To make research findings meaningful and generalizable To establish orderly connections between observations and facts To predict and control situations To stimulate research

Constructing Theoretical framework •

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The researcher should consider the field of knowledge in which the problems statement can  be classified. The researcher decides to focus on one or more theories.

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Practice it to modify or reconstruct the theory into new general framework containing the variables and relationships for the purposes of the research to be undertaken.

The theoretical framework is useful in : •

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Limiting the scope of data you need to those relevant information to the framework by focusing on specific variables Stipulating the specific frame of mind or viewpoint that the researcher will take in analysis

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Explaining and interpreting the data that will be gathered, understanding concepts and variables according to the given definitions And building knowledge by verifying and validating the theory

Here are some strategies to develop of an effective theoretical framework:

1.Examine your thesis title and research problem. 2.Brainstorm about what you consider to be the key variables in your research.

3.Review related literature to find how scholars have addressed your research problem. 4.List the constructs and variables that might be relevant to your study.

5.Review key social science theories that are introduced to you in your course readings and choose the theory that can best explain the relationships between the key variables in your study. 6.Discuss the assumptions or propositions of this theory and point out their relevance to your research.

Samples of theoretical Framework:

Research question: ‘How can the satisfaction of company X’s online customers be improved in order to increase customer loyalty?’

Customer Satisfaction

Thomassen (2003, p. 69) defines customer satisfaction as follows: “the perception of the customer as a result of consciously or unconsciously comparing his experiences with his expectations”. Kotler & Keller (2008, p. 80) build on this definition, stating that customer satisfaction is determined by “the degree to which someone is happy or disappointed with the observed performance of a product in relation to his or her expectations”. Performance that is  below expectations leads to a dissatisfied customer, while  performance that satisfies expectations produces satisfied customers. Expectations being exceeded leads to a “very satisfied or even  pleasantly surprised customer” (Kotler & Keller, 2003, p. 80).

The definition of Zeithaml & Bitner (2003, p. 86) is slightly different from that of Thomassen: “Satisfaction is the consumer fulfillment response. It is a judgement that a product or service feature, or the product of service itself, provides a  pleasurable level of consumption-related fulfillment.” The emphasis of Zeithaml & Bitner is thus on obtaining a certain satisfaction in relation to purchasing.

The definition of Thomassen will be used in the current study, given the importance of perception. This meshes well with the offerings of company X, which fall into the luxury category. Although Zeithaml & Bitner (like Thomassen) say that customer satisfaction is a reaction to the experience gained and focus on a certain satisfaction, there is no distinction between conscious and unconscious comparisons in their definition. Company X claims in its mission statement (see Chapter 1) that it wants to sell not only a product, but also a feeling; as a result, unconscious comparison will play an important role. The definition of Thomassen is therefore more relevant to the current study.

Thomassen’s

Customer Satisfaction Model

According to Thomassen, both the so-called value  proposition and other influencers have an impact on final customer satisfaction. In his satisfaction model (Fig. 1), Thomassen shows that word-of-mouth, personal needs,  past experiences, and marketing and public relations determine customers’ needs and expectations. These factors are compared to their experiences, and this comparison between expectations and experiences determines a customer’s satisfaction level. Thomassen’s model is important in this study, as it can reveal both to what extent company X’s customers are satisfied and where improvements are necessary.

Fig. 1: Customer satisfaction creation (Thomassen, 2007, p.30).

Theoretical Framework  To support this study, the following definitions of commitment are used: “Affective Commitment refers to attachment to the organization such that the strongly committed individual identifies with, is involved in, and enjoys membership in the organization. The  process leading to the development of AC is taken from exchange  principles. As the organization typically provides rewards or  punishments at its disposal in return for the contributions its employees make or fail to make, and the employees commit themselves to the organization in return for the rewards received or the punishment avoided (Mottaz, 1988, Mowday et al., 1982).”

“Continuance Commitment refers to a “tendency to engage in consistent lines of activity” on the basis of the individual’s awareness of the costs associated with leaving the organization. Becker’s Side-Bet Theory of Commitment explains that employees make certain investment or side-bets in their organizations, for example, tenure toward pension, promotion, and work relationship. These investments are sunk which reduce the attractiveness of other employment opportunities. Commitment is therefore, an outcome of inducements or exchanges  between an individual and an organization (Becker, 1960).”

“Normative Commitment refers to the commitment based on a moral belief or obligation that “it is the right and moral thing” to remain with the organization (Wiener, 1982). It was suggested that two mechanisms, socialization and exchange, play a key role in the development of NC. According to Wiener (1982), NC develops as a result of normative beliefs that are internalized through pre-entry (familial and cultural) and post-entry (organizational) socialization processes. Therefore, a commitment norm, which is labelled as internalized normative beliefs by Wiener, is examined as a possible determinant of NC.”

Hypothesis

The following are the hypothesis of this study: 1. The personal and demographic variables of tenure in the organization, current salary rate, number of children, highest educational attainment, age, type of school of children, amount of tuition fee will be positively related to organizational commitment. 2. Employee’s perception of management factor variables such as respect and consideration, value of equality and customer service, clearly defined job responsibilities, stimulating job, quality of information and administrative effectiveness will be positively related to organizational commitment.

3. Employee’s attitude towards work related variables after retrenchment which includes relationship with coworkers and supervisors, job security, job clarity, job satisfaction, management’s decision making advancement in the company and rewards will be positively related to organizational commitment. 4. Personal and demographic variables, employee’s  perception of management factors and employee’s attitude towards work related variables will be positively related to continuance commitment.

Conceptual Framework

Theoretical Framework

1. They are pre-theoretic bases from

1. They propose frameworks derived from

which substantive theories may be

theories.

derived. 2. They are highly abstract.

2. They are less abstract than conceptual models.

3. Concepts are related and

3. Concepts are narrowly bounded,

multidimensional

specific, and explicitly interrelated.

4. They provide perspective for a

4. They postulate relationships. They are

science.

descriptive, explanatory or predictive (Reilly 1975). In applied science, they are prescriptive.

5. They are derived from unsystematic

5. They are constructed from available

empirical observations and intuition

theories and findings of empirical research (Reilly 1975).

6. They are developed through the

6. They are developed through the

process of induction

processes of induction and deduction.

7. They must be evaluated on logical grounds and cannot be empirical

7. They permit empirical tests (Torgeson

tested.

1958).