The document discusses theoretical frameworks for research on customer satisfaction. It provides definitions of customer satisfaction from various authors and evaluates their relevance. Thomassen's definition, which emphasizes unconscious perception, is deemed most relevant for a study of a boutique seeking to sell feelings along with products. The document also examines Thomassen's model of customer satisfaction, which considers expectations, experiences, and other influences on satisfaction levels. Creating a theoretical framework involves defining terms, explaining relevant theories, and logically connecting concepts.

1. Example of theoretical framework
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 (Kotler & Keller, 2003, p. 80).
The definition of Zeithaml and Bitner (2003, p. 86) is slightly different from that of
Thomassen. They posit that “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.
The boutique 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.
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, with the interplay between expectations and
experiences determining a customer’s satisfaction level. Thomassen’s model is important for
this study as it allows us to determine both the extent to which the boutique’s customers are
satisfied, as well as where improvements can be made.
Figure 1
Customer satisfaction creation

3. Create a Theoretical Framework for Your Research in 4 Steps
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.
How to create a theoretical framework, the basics of a theoretical framework include:
Definitions of terms Explanations of theories Logical connections
This helps to identify key
concepts and define any
uncommon terms, phrases, or
words in your document to
provide a basis of understanding
and a point of reference for the
reader.
Your theoretical framework
should provide an explanation for
each of the theories you plan to
utilize and show how they relate
to your research.
A theoretical framework should
connect concepts, terms, and
theories logically so they're easy to
read and understand. This can also
help support your theory during
scientific questioning and testing.
The same research topic can be approached differently within different theoretical
frameworks. For example, in psychology, different kinds of therapists might address trauma
using various theories. Behavioral therapists may prefer to treat symptoms of trauma using
exposure therapy while another therapist might recommend an eye movement desensitization
and reprocessing (EMDR) session.
Here's how to create a theoretical framework for your study or research paper in four steps:
1. Define your objective
The first step in creating a theoretical framework is to define your research objective and then
gather supporting documents. Consider what you hope to achieve with your study and what
new information you aim to bring to your chosen field.
You can also think about the subject you're planning to study and how your research might
affect the knowledge the scientific community already has about the subject matter. To
prepare for a successful study, define each of your objectives clearly to help your audience
understand them.
Related: Types of Research Methods (Definition and Best Practices)
2. Write a problem statement
Once you define your objectives, you can write a problem statement to define the purpose of
the study and what problems it's addressing. For example, if you're researching the moons of
Mars you might create a problem statement like this:
Mars has two moons, Phobos and Deimos, but I have observed another astral body which
may be a third moon.
Rather than providing in-depth information, try using concise and straightforward language in
your problem statement to explain your study’s purpose in an easy-to-read manner.

4. 3. Present your research questions
A research question is an inquiry that you aim to address with your study results. These
questions often provide a basis for your theories or hypotheses. They can also help your
audience understand the study’s purpose and the information you're seeking. This can clarify
to your audience whether your study was successful.
A researcher studying Mars’ moons might ask the following research questions:
How can I prove the astral body I'm observing is another moon?
What tools can I use to verify my findings?
What qualities am I looking for to verify the object shares an orbit with Mars?
What factors affect the object's behavior in space?
Why has no one else observed the object until now?
If you plan to answer more than one question with your study, consider adding a section of
sub questions to support your main research question.
4. Create a literature review to highlight relevant theories
A literature review is a summary or analysis of all the research that you read before doing
your own research. It collects key sources on a topic and outlines how those sources and
other researchers' theories align with your study and how you're using their research to
develop your theories. Since some research requires several theories from a variety of studies,
it's helpful to define why each theory applies to your research in your theoretical framework.
For example, if you're studying Mars' moons, you might evaluate research from astronomers,
astrophysicists, or other scientists to determine whether their work supports or denies the
existence of another Mars moon.
Related: What Is Methodology in a Research Paper? Definition and Example
Example of a theoretical framework
Using an example of a theoretical framework can help you organize your information
effectively and create a cohesive research document. Here's a sample theoretical framework
using the Mars’ moon example:
Objective: The objective of this study is to disprove astronomer Asaph Hall's 1877 theory
that Mars has only two moons orbiting it.
Problem: Many astronomers observe two moons orbiting Mars and disregard a third astral
body.
Research question: Why does the third astral body orbiting Mars qualify as a moon?

5. Sub questions: Why have astronomers ignored the third astral body up to this point? What
behaviors of the astral body indicate its orbit?
Literature review: Hall theorized that since Mars' moons were small and more similar to
asteroids than Earth's moons, they may have formed from a planetary ring millions of years
ago. He also noted that the moons may eventually shatter and form a ring around the planet.
In addition, the Mariner 9 mission of 1971 and 1972 presented a close-up look of each moon
and provided evidence for their asteroid shapes and orbits around Mars.
1. Identify a general area of interest
As you determine an area of study, consider areas that haven't been explored thoroughly or
present challenges within a particular field. Assess how you might address the area of
concern and whether you can develop a research problem related to this issue. If your
research is action-based or applied, consider contacting those who work in a relevant field to
attain feedback about problems to address. You can also follow up on research that others
have already conducted. Consider these various aspects when choosing an area of interest:
Contradictions between two or more theoretical perspectives
Situations or natural relationships that haven't been investigated thoroughly
Processes in an institution or organization that you and your research team could improve
Areas of concern raised by individuals who work or are experts in a particular industry
2. Learn more about the problem
The next step is to learn more about the area of interest. Ask yourself what you need to know
about a particular topic before you begin your study. Assess who or what it might affect and
how your research could address those relationships. Consider whether other research groups
have already tried to solve the problem you're interested in analyzing and how your approach
might differ.
3. Review the context of the information
Reviewing the context of your research involves defining and testing the environmental
variables in your project, which may help you create a clear and focused research problem. It
may also help you note which variables are present in the research and how to account for the
impact that they may have on it. By reviewing the context, you may easily estimate the
amount of data your research is likely to require.
4. Determine relationships between variables
After identifying the variables involved in your research, you can learn how they're related to
one another and how these relationships may contribute to your research problem. Consider
generating as many potential perspectives and variable interactions as possible. Identifying
the relationships between variables may be useful when deciding the degree to which you can
control them in your study and how they might affect potential solutions to the problem
you're addressing.

6. 5. Select and include important variables
A clear and manageable research problem typically includes the variables that are most
relevant to the study. A research team summarizes how they plan to consider and use these
variables and how they might influence the results of the study. Selecting the most important
variables can help the study's audience better understand the trajectory of your research and
the potential impact of the solution.
6. Receive feedback and revise
Consider contacting mentors, teachers or industry experts for feedback on your research
problem. They may present you with new information to consider or suggest you edit a
particular aspect of your research design. Revising your research problem can be a valuable
step in creating impactful and precise research, as well as developing beneficial research
skills. However, before asking for feedback, try asking yourself these guiding questions:
Does my research problem allow for several solutions and outcomes?
Am I creating a study that has a testable hypothesis or theory?
Am I defining all the terms correctly?
Is my research objective comprehensive?
Are all parts of my project understandable?
If you answer affirmatively to most or all of these questions, it's likely that you have an
effective research problem and can progress with your study.