Theoretical Framework

Developing your theoretical framework
Published on October 14, 2015 by Sarah Vinz. Revised on October 22, 2020.
Theories are developed by researchers to explain phenomena, draw connections, and make
predictions. In the theoretical framework, you explain the theories that support your research,
showing that your work is grounded in established ideas.
Table of contents
1. The goal of a theoretical framework

2. How to create a theoretical framework
3. The structure of the theoretical framework
4. Example of a theoretical framework
The goal of a theoretical framework

Before you start your research, you have to explore what theories and models other researchers
have already developed. The goal of a theoretical framework is to present and explain this
information.
There may be many different theories about your topic, so the theoretical framework also
involves evaluating, comparing, and selecting the most relevant ones.
By “framing” your research within a clearly defined field, you make the reader aware of the
assumptions that inform your approach, showing the rationale behind your choices.
This part of your dissertation lays the foundations that will support your analysis, helping you
interpret your results and make broader generalizations.
Examples of theoretical frameworks in researchThe same research topic can be approached very
differently within different theoretical frameworks:
 In literature, a scholar using postmodernist literary theory would analyze The Great
Gatsby differently than a scholar using Marxist literary theory.
 In psychology, a behaviorist approach to depression would involve different methods and
assumptions than a psychoanalytical approach.
 In economics, wealth inequality would be explained and interpreted differently within
classical economics and Keynesian economics frameworks.
In each of these cases, you would explain the theory you’re using in order to support your
interpretations and explanations of the data.
How to create a theoretical framework

To build your theoretical framework, follow these three steps.
1. Identify your key concepts
The first step is to pick out the key terms from your problem statement and research questions.
Concepts often have multiple definitions, so the theoretical framework involves clearly defining
what you mean by each term.
Example: Problem statement and research questionsCompany 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 and plan to focus on the
following problem statement, objective, and research questions:
Problem: Many online customers do not return to make subsequent purchases.
Objective: To increase customer loyalty.
Research question: How can the satisfaction of company X’s online customers be improved in
order to increase customer loyalty?
The concepts of “customer loyalty” and “customer satisfaction” are clearly central to this study.
The theoretical framework will define these concepts and discuss theories about the relationship
between them.
2. Evaluate and explain relevant theories

By conducting a thorough literature review, you can determine how other researchers have
defined and drawn connections between these key concepts. As you write the theoretical
framework, aim to compare and critically evaluate the approaches that different authors have
proposed.
After discussing different models and theories, you establish the definitions that best fit your
research and justify why this is the case. In more complex research projects, you might combine
theories from different fields to build your own unique framework.
Make sure to mention the most important theories related to your key concepts. If there is a well-
established theory or model that you don’t want to apply to your own research, explain why it
isn’t suitable for your purposes.
3. Show how your research fits in

Apart from discussing other people’s theories, the theoretical framework should show how your
own project will make use of these ideas.
You might aim to do one or more of the following:
 Test whether a theory holds in a specific context

 Use theory as a basis for interpreting your results
 Critique or challenge a theory
 Combine different theories in a new or unique way
If relevant, you can also use the theoretical framework to develop hypotheses for your research.
The structure of the theoretical framework

In a thesis or dissertation, the theoretical framework is sometimes integrated into a literature
review chapter, but it can also be included as its own chapter or section. If your research involves
dealing with a lot of complex theories, it’s a good idea to include a separate theoretical
framework chapter.
There are no fixed rules for structuring a theoretical framework. The important thing is to create
a clear, logical structure. One option is to draw on your research questions, structuring each
section around a question or key concept.
As in all other parts of your thesis, make sure to properly cite your sources to avoid plagiarism.
Sample theoretical framework of a

dissertation
Published on October 14, 2015 by Sarah Vinz. Revised on August 14, 2020.
The theoretical framework defines the key concepts in your research, proposes relations between
them, and discusses relevant theories based on a literature review.
A strong theoretical framework gives your research direction, allowing you to convincingly
interpret, explain and generalize from your findings.
Table of contents
1.
2.
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.”
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).

Of course, you could analyze the concepts more thoroughly and compare additional definitions
to each other. You could also discuss the theories and ideas of key authors in greater detail and
provide several models to illustrate different concepts.

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Developing your theoretical framework

1. The goal of a theoretical framework

The goal of a theoretical framework

How to create a theoretical framework

Objective: To increase customer loyalty.

2. Evaluate and explain relevant theories

3. Show how your research fits in

You might aim to do one or more of the following:

 Test whether a theory holds in a specific context

The structure of the theoretical framework

Sample theoretical framework of a

Sample problem statement and research questions

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

1. ‘What is the relationship between customer loyalty and customer satisfaction?’

Sample theoretical framework

2.1 Customer satisfaction

Thomassen’s Customer Satisfaction Model

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

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