What is a Framework?

A framework is described as the abstract,

logical structure of meaning that guide the
development of the study.

The framework is used in order to organize

and explain all the information learned in the study
through the frameworks content.
Identification of Key Concepts

a. Concept is a term that abstractly describes and

names an object or phenomenon

Example:
Concept 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 Abstract

Concept Anxiety

Variable Palmar Sweating 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

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

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.
 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 :

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
 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 Xs 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.
Thomassens 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 customers satisfaction level. Thomassens
model is important in this study, as it can reveal both to
what extent company Xs 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
individuals awareness of the costs associated with leaving
the organization. Beckers 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. Employees 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. Employees attitude towards work related variables
after retrenchment which includes relationship with co-
workers and supervisors, job security, job clarity, job
satisfaction, managements decision making advancement
in the company and rewards will be positively related to
organizational commitment.

4. Personal and demographic variables, employees

perception of management factors and employees 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 7. They permit empirical tests (Torgeson
grounds and cannot be empirical 1958).
tested.
Maslow's hierarchy of needs is a theory in psychology proposed by Abraham
Maslow in his 1943 paper "A Theory of Human Motivation" in Psychological
Review. Maslow subsequently extended the idea to include his observations of
humans' innate curiosity.