Chat with us, powered by LiveChat Overview: Rather than writing a full-length literature review for your topic, you will practice developing your theoretical framework for your mock dissert | WriteDen

Overview: Rather than writing a full-length literature review for your topic, you will practice developing your theoretical framework for your mock dissert

 Overview: Rather than writing a full-length literature review for your topic, you will practice developing your theoretical framework for your mock dissertation topic in this assignment and then develop your literature review funnel for assignment 7.2.                             

  • The purpose of the theoretical framework is to tie the dissertation together. As the researcher, you should approach the proposed research from a theory or set of theories that provide the backdrop for the work (researchers do not create theory; they use established theory in which to embed their work).
  • This section should describe how this study will relate to existing theories and discuss how the methodology being used in the study links to those theories
  • The theoretical framework justifies the methods you plan to use for conducting the study and presents how this research will contribute to the body of knowledge and/or practice. Further, it describes the context within which to locate the intended project and suggests why doing such a study is worthwhile.

Directions:

  1. Review the attached sample for format.
  2. Develop a 1 page (more is fine) theoretical framework for your mock dissertation topic.  Consider (but do NOT directly answer) the following questions when you write your theoretical framework:
    1. Is the theoretical foundation strong?
    2. Are the theoretical sources apparent?
    3. Are they appropriate for the topic?
    4. Do they need further explanation?

   

 

Sample problem statement and research questions Your problem statement, research questions and literature review will serve as the basis for preparing your theoretical framework.

Company X is struggling with the problem that many online customers do not return to make subsequent purchases. Management wants to increase customer loyalty and believes that improved customer satisfaction will play a major role in achieving this goal.

To investigate this problem, you have identified the following problem statement, objective, and research questions:

Problem: Many online customers do not return to make subsequent purchases.

Objective: To increase customer loyalty and thereby generate more revenue.

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

Sub-Questions:

1. ‘What is the relationship between customer loyalty and customer satisfaction?’ 2. ‘How satisfied and loyal are company X’s online customers currently?’ 3. ‘What factors affect the satisfaction and loyalty of company X’s online customers?’

As the concepts of “loyalty” and “customer satisfaction” play a major role in the investigation and will later be measured, they are essential concepts to define within the theoretical framework.

Sample theoretical framework Below is a (simplified) example of how you can describe and compare definitions and theories. In this example, we focus on the concept of ‘customer satisfaction.’

2.1 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.”

Dr. Jaocb Bryant
What your paper should sound like
Dr. Jaocb Bryant
Background

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 and 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.” 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. Company X 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 to the current study.

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, and this comparison between expectations and experiences determines a customer’s satisfaction level. Thomassen’s model is important for this study: it allows us to determine both the extent to which company X’s customers are satisfied and where improvements can be made.

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

Dr. Jaocb Bryant
Models are helpful but not required

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