Theoretical Framework

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What is a Framework?

A

A framework is described framework is described as the abstract,as the abstract,

logical structure of meaning that guide the

development of

development of the studthe studyy..

The framework is used in order to organize

and explain all the information learned in the study

through the

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Identification of Key Concepts

a. Concept is a term that abstractly describes and

names an object or

names an object or phenomenonphenomenon

Example:

Concept

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

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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.

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To understand better the relationship among the

constructs, concepts and variables, See Illustration:

Construct Emotional Responses Abstract

Concept Anxiety

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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.

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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.

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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.

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Purposes of Theoretical framework

• 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

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Constructing Theoretical framework

• 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

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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.

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The theoretical framework is useful in :

• 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

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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

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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

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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.

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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

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Samples of theoretical Framework:

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

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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

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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.

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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.

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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.

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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).”

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“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,

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“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

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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.

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3. Employee’s attitude towards work related variables after retrenchment which includes relationship with co-workers 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.

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Conceptual Framework Theoretical Framework

1. They are pre-theoretic bases from which substantive theories may be derived.

1. They propose frameworks derived from theories.

2. They are highly abstract. 2. They are less abstract than conceptual models.

3. Concepts are related and multidimensional

3. Concepts are narrowly bounded, specific, and explicitly interrelated. 4. They provide perspective for a

science.

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

5. They are derived from unsystematic empirical observations and intuition

5. They are constructed from available theories and findings of empirical research (Reilly 1975).

6. They are developed through the process of induction

6. They are developed through the processes of induction and deduction. 7. They must be evaluated on logical

grounds and cannot be empirical tested.

7. They permit empirical tests (Torgeson 1958).