What is the conceptual framework of the research

Theoretical-conceptual frame of reference for the work

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2008 | OriginalPaper | Book chapter

A conceptual frame of reference is designed with the aim of structuring ideas about complex phenomena of reality and supporting the formation of a system of hypotheses. As a result, it forms the starting point for the development of specific research models.

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On the basis of the identified research deficits and the desired contribution to knowledge of the present work, the development of the conceptual reference framework takes place in this chapter (see Section 5.1). The starting point of the conceptual considerations is the marketing-theoretical concept of acceptance, which is initially transferred to the context of customer loyalty programs (see Section 5.1.1). It becomes clear that acceptance is a complex, not directly observable psychological phenomenon, which is why the neo-behavioristic paradigm is used as the basis for further model-theoretical considerations (see Section 5.1.2). By merging the content-related considerations on the acceptance of customer card programs and the neo-behavioristic research paradigm, an integrated success chain of card-based customer loyalty programs can be shown in Section 5.1.3, which represents the conceptual framework of the study. The foundation of the research hypotheses should also be based on various behavioral theories of the cognitive school of thought. For this reason, Section 5.2 introduces the theoretical reference points, which are both explained here and also transferred to the subject of the investigation at hand.

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About this chapter
title
Theoretical-conceptual frame of reference for the work
DOI
https://doi.org/10.1007/978-3-8349-9644-2_5

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