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Sample theoretical framework of a thesis

Date published by Date updated: October 14, 2016

Writing a theoretical framework can be a difficult task, as it requires you to wrestle with the literature and define concepts that are important to your thesis.

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

Sample problem statement and research questions

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 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 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.

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

Sample theoretical framework

2.1 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 fulfilment response. It is a judgement that a product or service feature, or the product of service itself, provides a pleasurable level of consumption-related fulfilment.” 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.

Thomassen’s 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 customer’s satisfaction level. Thomassen’s model is important in this study, as it can reveal both to what extent company X’s customers are satisfied and where improvements are necessary.

Framework Thomassen

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.

It is just critical that you correctly cite all of your sources sources throughout the theoretical framework; the APA-rules can guide you on how to do this.

We have also prepared a summary of everything you need to know in order to create an appropriate theoretical framework for your thesis.

What belongs in the theoretical framework?

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Article by Sarah Vinz

Sarah’s academic background includes a Master of Arts in English, a Master of International Affairs degree, and a Bachelor of Arts in Political Science. She loves the challenge of finding the perfect formulation or wording and derives much satisfaction from helping students take their academic writing up a notch.

8 comments

  1. Ibrahim Aminu Batagarawa:

    Oh! Thank you very much Sarah for your lovely writing on the sample theoretical framework. It really gave me a sense of direction.

  2. FAVOUR UROKO:

    Thanks Sarah, your article was helpful!

  3. Amina Suwaid. kano:

    Thank you so much. The article is so detailed and comprehensible. I now know the problem with my theoritical framework.

  4. Titus Mpemba:

    Sarah, you are not just knowledgeable. You are awesome. Your article was so much helpful in my academic move.

  5. Ruth:

    Thanks!this really helped

  6. Pari:

    Thanks a lot for information. Precisely explained. Helps a ot

  7. Joseph Nyongesa:

    good insight madam.

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