What is a theoretical framework?
The sample theoretical framework within a dissertation is made of different concepts and
theories as there is a thorough discussion of relevant theories and models based on the
literature review. The literary works are not seen to have fixed meanings as different readers
tend to assign varying meaning to the same theoretical text to derive different concepts.
Within this section, there are arguments presented in the literature review section concerning
of different authors and scholars about a particular theory or a theoretical concept related to
the topic of the dissertation. This further helps in making connections and understanding the
phenomena in a better manner. In addition to this, the different perspectives are attained with
the help of arguments presented by the different authors and scholars. It is believed that in
order to explore a new research area, it is important to have a quick grasp of the previous
studies conducted. Within the theoretical framework section, the past theories are well
analysed which in turn paves way for the present research when they are amalgamated with
the present data collected to derive the useful findings. Writing the theoretical framework is
often the preliminary steps of dissertation writings.
A strong theoretical framework is the one that provides researcher with scientific basis and
helps in demonstrating the understanding of existing knowledge in relation to a particular
research topic. Not only this, but by reading the theoretical framework one is in the position
to make assumptions about the research subject in a better manner. On the basis of these
assumptions, the interpretations, and explanations are done in a better manner which helps in
generalising the findings.
Significance of theoretical framework
Since the theoretical framework is covered in the literature review section which is the initial
chapter of the dissertation, it can be said that it helps in establishing a theoretical base or
platform for the entire dissertation and thus gives a theory driven approach to the study.
Furthermore, it also offers explanation regarding the significance and validity to the study.
Most importantly, it is analysed that with the help of theoretical framework general set of
guidelines are provided within which the research study can fit in. Thus, overall, theoretical
framework holds significance in the conduct of dissertation in a number of ways. There are
many assignment help UK which provides students with help in writing a theoretical
framework.
Considering an example where the prime aim of an organisation is to gain loyalty of clients
by the way of providing subsequent purchases of goods and services that are offered by the
enterprise. From this example it is evident that the prime focus is on customer satisfaction. It
is because, with high customer satisfaction, loyalty can be increased. Based on this, the
headings of the literature review are designed in such a manner that the main objective and
the research questions are kept in mind. On the basis of this instance, a sample of theoretical
framework is presented as follows-
Customer Satisfaction
In the words of Otto et al. (2020) customer satisfaction is defined as the measure to identify
the happy customer by using the products and services of the company. It includes the
customer’s perceived quality, value and expectations of an organisation about what it offers
to its ultimate customers. It is argued by El-Adly (2019) that the level of customer
satisfaction is measurable as it can be found out by the way of identify the extent to which a
customer is happy or disappointed with the observed phenomena. However, the above notion
is counter criticised by Otto et al. (2020) who state that customer satisfaction is intangible in
nature which cannot be measured as it is defined by the pleasure which is not material that
one feels upon using a product or services.
According to El-Adly (2019) the value proposition and other influencers tend to influence the
final customer satisfaction aspects while using the product. Considering the customer
satisfaction model, it is understood that word of mouth, personal requirements and experience
help in determining the needs or specifically the experiences of the customers. All these take
the shape of the variables which are later compared to the experiences of the customer to
determine the customer satisfaction. Thereafter, a comparison is drawn between the
experiences and the expectations of the customers to determine their actual satisfaction level.
Otto et al. (2020) states that satisfaction model further explains that the influencers tend to
influence the final customer satisfaction. The customers tend to give a particular reaction
upon using the product or services that is required to be found out in order to know the
customer satisfaction. Thus, in a way it can be said that the organisations are not required to
sell just products but, on the contrary, should sell feelings in order to woo the customers.
Overall, it is the unconscious difference that plays a major role in satisfying the customers
and their needs.
Thomason’s Customer satisfaction model
In the words of Otto et al. (2020) Thomason model is of significant importance for the study
as it can reveal whether the customers are satisfied or not and can help in bringing out the
right kind of improvement as required. In addition to this, it is seen that value proposition and
other factors have significant influence that in turn tends to good marketing strategy. The
concepts of the customer satisfaction model are required to be analysed effectively in order to
determine the level of satisfaction gained by the customers. However, this model is criticised
on the grounds of being too complicated and a lot of variables tend to define the success of
this model which makes it less applicable in real life business situations. Thus, it can be said
that customer satisfaction model is more theoretical and less practical in application.
Conclusion
Overall it is concluded that the sample theoretical framework consist of various theories and
related concepts. The entire sample is seen to be acting as guiding light to the research.
References
El-Adly, M.I., 2019. Modelling the relationship between hotel perceived value, customer
satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, pp.322-
332.
Otto, A.S., Szymanski, D.M. and Varadarajan, R., 2020. Customer satisfaction and firm
performance: insights from over a quarter century of empirical research. Journal of the
Academy of Marketing science, 48(3), pp.543-564.
