THEORETICA

L FRAMEWORK
Maria Daniele B. Beldeniza
MS HRM
 CONTENTS

DEFINITION IMPORTANCE
What is theoretical framework?
1 2 Why theoretical framework in
research important?

EXAMPLE DEVELOP
Theoretical framework in a
3 4 How to develop theoretical
business research framework for a study?
 THEORETICAL
FRAMEWORK
Is a collection of interrelated theories that can be used to direct research with the purpose of predicting
and explaining the results of the research.

Is not a summary of the researcher’s thoughts, but a summary of their theory regarding a particular
problem that is developed through a review of previously tested knowledge of the variables involved. 

Is the “blueprint” for the entire research. It serves as the guide on which to build and support the study
and also provides the structure to define how the researcher can approach their study as a whole.
 IMPORTANCE OF THEORETICAL
FRAMEWORK
1. It enables the researcher to add depth to your data analysis by supporting the content with
reference to the theories advanced by people whose knowledge of the topic is proven or
unquestionable.
2. Provides a structure on what to look for in data, it helps the researcher make connections
between abstract and concrete elements.  It clarifies the implicit theory in a manner that is more
clearly defined.
3. It helps the researcher to consider other possible frameworks and to reduce biases that may sway
their interpretation.
4. Helps the researcher to make predictions of the outcomes and to interpret and analyze the
results of research based on the existing literature. The results can be used “to test and
critically appraise a theory”.
 IMPORTANCE OF THEORETICAL
FRAMEWORK
The theoretical framework helps the achievement of these criteria for good research:
1. It increases the credibility of qualitative data or the internal validity of your quantitative data.
2. It may enhance the transferability of the findings from your qualitative data or external validity
and generalizability of quantitative data analysis.
3. It increases the confirmability of your findings in qualitative data or objectivity of your findings
in quantitative data.
4. It improves the dependability of your findings in qualitative data or reliability of findings in
quantitative data.
THEORETICAL FRAMEWORK IN
BUSINESS RESEARCH
The theoretical framework is based on the following:

Problem statement

Research questions

Literature review
 THEORETICAL FRAMEWORK IN
BUSINESS RESEARCH
Example A.

Problem statement
Many online customers do not return to make subsequent purchases.
Research questions
• How can the satisfaction of the boutique’s online customers be improved in order to increase the
quantity of return customers?
The concepts of “customer loyalty” and “customer satisfaction” are clearly central to this study, along with
their relationship to the likelihood that a customer will return. Your theoretical framework should define
these concepts and discuss theories about the relationship between these variables.
• What is the relationship between customer loyalty and customer satisfaction?
• How satisfied and loyal are the boutique’s online customers currently?
• What factors affect the satisfaction and loyalty of the boutique’s online customers?
 THEORETICAL FRAMEWORK IN
BUSINESS RESEARCH
Literature review:

Customer satisfaction
Thomassen (2003, p. 69) defines customer satisfaction as “the perception of the customer as a result of
consciously or unconsciously comparing their experiences with their 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 (Kotler & Keller, 2003, p. 80).

The definition of Zeithaml and Bitner (2003, p. 86) is slightly different from that of Thomassen. They posit
that “satisfaction is the consumer fulfillment response
 THEORETICAL FRAMEWORK IN
BUSINESS RESEARCH
It is a judgement that a product or service feature, or the product of service itself, provides a
pleasurable level of consumption-related fulfillment.” Zeithaml and Bitner’s emphasis is thus
on obtaining a certain satisfaction in relation to purchasing.

Thomassen’s definition is the most relevant to the aims of this study, given the emphasis it
places on unconscious perception. Although Zeithaml and Bitner, like Thomassen, say that
customer satisfaction is a reaction to the experience gained, there is no distinction between
conscious and unconscious comparisons in their definition.

The boutique claims in its mission statement that it wants to sell not only a product, but also a
feeling. As a result, unconscious comparison will play an important role in the satisfaction of
its customers. Thomassen’s definition is therefore more relevant.
 THEORETICAL FRAMEWORK IN
BUSINESS RESEARCH
Thomassen’s Customer Satisfaction Model
According to Thomassen, both the so-called “value proposition” and other influences 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, with the interplay between expectations and
experiences determining a customer’s satisfaction level. Thomassen’s model is important for
this study as it allows us to determine both the extent to which the boutique’s customers are
satisfied, as well as where improvements can be made.
 THEORETICAL FRAMEWORK IN
BUSINESS RESEARCH
Past Marketing and
Word-of-Mouth Personal needs
Figure 3. Customer Satisfaction Creation experiences public relations

Needs/
expectations

Customer
satisfactions

Experiences
Value-
proposition

Weekly
achievements
 THEORETICAL FRAMEWORK IN
BUSINESS RESEARCH
Example B.
Research Title: Investigating a theoretical framework for e-learning technology
acceptance

Figure 1. Perceived
usefulness

External Attitude of Intention to

Perceived
ease of use
 THEORETICAL FRAMEWORK IN
BUSINESS RESEARCH
Example C.
Research Title: Toward understanding resources, competencies, and capabilities: business
model generation approach

Figure 2.
Structure

Resources Culture
 DEVELOPING A THEORETICAL
FRAMEWORK
1. Examine your thesis title and research problem. The research problem anchors your entire study
and forms the basis from which you construct your theoretical framework.
2. Brainstorm on what you consider to be the key variables in your research. Answer the question,
what factors contribute to the presumed effect?
3. Review related literature to find answers to your research question.
4. List  the constructs and variables that might be relevant to your study. Group these variables into
independent and dependent categories.
5. Review the key social science theories that are introduced to you in your course readings and choose
the theory or theories 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.
 REFERENCES

• Grant, C., & Osanloo, A. (2014). Understanding, selecting, and integrating a theoretical framework in dissertation research: Creating the
blueprint for your “house”. Administrative Issues Journal, 4(2). https://files.eric.ed.gov/fulltext/EJ1058505.pdf
• Kivunja, C. (2018). Distinguishing between theory, theoretical framework, and conceptual framework: A systematic review of lessons from
the field. International Journal of Higher Education, 7(6). https://files.eric.ed.gov/fulltext/EJ1198682.pdf
• Kurdi, B. A., Alshurideh, M., & Salloum, S.A. (2020) , 10(6), 6848-6496. DOI: 10.11591/ijece.v10i6.pp6484-6496
• Organizing Academic Research Papers: Theoretical Framework. Sacred Heart University Library.
https://library.sacredheart.edu/c.php?g=29803&p=185919
• Theoretical Framework. Complete Dissertation by Statistics Solutions.
https://www.statisticssolutions.com/dissertation-resources/theoretical-framework/
• Vinz, S. (2022). Theoretical Framework Example for a Thesis or Dissertation. Scribbr.
https://www.scribbr.com/dissertation/theoretical-framework-example/
• Wahl, M., & Prause, G. (2013)Toward understanding resources, competencies, and capabilities: business model generation
approach. Entrepreneurship and Sustainability Issues, 1(2), 67-80.
https://jssidoi.org/jesi/uploads/articles/2/Wahl_Toward_understanding_resources_competencies_and_capabilities_business_model_
generation_approach.pdf
THANK
YOU