Post an analysis of the role of theoretical/conceptual framework ✓ Solved

Post an analysis of the role of theoretical/conceptual frameworks in your Doctoral Study research. Your analysis should include the following: Briefly describe your Doctoral Study’s theoretical/conceptual framework, including use of deductive or inductive reasoning. Explain how this framework applies to your specific study, including relevant and supportive examples. Be sure to support your work with a minimum of two specific citations from this week’s Learning Resources and at least one additional scholarly source.

Guillermo: Why would a happy customer switch brands when it is time to replace an old appliance? The practitioner-academic topic or interest is understanding how product performance and post-sale service contribute to a B2B customer’s decision to re-purchase the product (loyalty), specifically for durable products purchased infrequently. The selected approach is to view loyalty as a process that can be automated to maximize loyalty. Service profit chain (SPC) theory as a conceptual framework of constructs to guide the study. The focus is on the effects of service quality on customer satisfaction and loyalty. Building the model requires an analysis of service quality theory as a baseline. Loyalty and customer relationship management (CRM) theories will ensure alignment between satisfaction variables and their effects on loyalty. Service profit chain (SPC) theory uses inductive reasoning to propose that when a customer is happy with the service received, they will be satisfied with the brand and continue purchasing more products at higher prices. Testing service through a B2B lens requires an understanding of the SERVQUAL and SERVPERF theoretical frameworks to assess if customer expectations are a better way to drive loyalty. For example, customers may remain loyal when service delivery is consistent, but they may decide to switch brands if the supplier does not meet specific expectations. The service theory will be augmented with customer loyalty theory to include product quality, trust, relationship, and switching cost to predict loyalty. The goal is to understand the role of intangibles that contribute to loyalty. Lastly, CRM system theory will guide how to monitor all variables of customer loyalty for successful customer retention strategy implementation. How can firms use CRM to drive loyalty for very long periods?

Paper For Above Instructions

Theoretical and conceptual frameworks serve as the backbone of research, providing a structure that aligns the variables and constructs of a study while guiding the researcher in data analysis and interpretation. This paper will explore the theoretical framework employed in my Doctoral Study, illustrating its relevance to the research objectives and methodologies, particularly focusing on the Service Profit Chain (SPC) theory and Customer Relationship Management (CRM) strategies within a business-to-business (B2B) context.

Theoretical Framework Overview

My Doctoral Study centers on the performance and post-sale service of durable products in a B2B setting. At its core, the theoretical framework utilized in this study is the Service Profit Chain (SPC) theory, which posits that there is a direct relationship among service quality, customer satisfaction, and customer loyalty (Hogreve et al., 2017). This viewpoint aligns with the perspective that developing strong customer relationships through consistent service quality is critical for fostering loyalty, particularly in markets characterized by infrequent purchases.

The SPC framework encompasses several constructs, including service quality, customer satisfaction, and loyalty, providing a holistic view of the service management process. The reasoning approach employed in this study is largely inductive, as the research seeks to identify patterns and relationships within the data that support the notion that satisfied customers are more likely to remain loyal and repurchase products. This perspective allows for the exploration of how service quality impacts customer expectations and satisfaction, which ultimately drives loyalty (Laureate Education, 2016b).

Application of the Framework in My Study

The application of the SPC theory to my specific study involves examining the customer experience through the lens of service quality as it pertains to durable B2B products. A primary focus is to understand how different aspects of product performance and post-sale service influence customers' decisions to remain loyal. For instance, if a company consistently delivers high-quality service and effectively resolves issues, it can enhance customer satisfaction, thereby increasing the likelihood of brand loyalty (Cronin & Taylor, 1994).

Moreover, integrating Customer Relationship Management (CRM) strategies adds depth to my analysis by highlighting the importance of managing customer interactions effectively. Through CRM systems, firms can collect data on customer preferences and behavior, allowing for personalized service that can enhance satisfaction and loyalty. For example, by utilizing CRM insights, a company can tailor post-sale follow-ups to ensure that customers have a positive experience, addressing any potential issues proactively.

Supportive Examples and Citations

To further support this analysis, consider the research conducted by Mittal et al. (2017), which explores the correlation between service quality and customer satisfaction in B2B contexts. They found that firms that prioritize service quality witness enhanced customer loyalty and reduced churn rates, reinforcing the applicability of the SPC framework in predicting loyalty through a structured analysis of service and satisfaction.

Furthermore, empirical evidence suggests that the SERVQUAL and SERVPERF frameworks are instrumental in assessing service expectations and perceptions, which are pivotal for driving loyalty (Cronin & Taylor, 1994). Understanding these dynamics enables my study to develop strategies that align service delivery with customer expectations, ultimately contributing to sustained customer loyalty over time.

Conclusion

In conclusion, the theoretical framework of the Service Profit Chain is integral to my Doctoral Study as it facilitates a comprehensive understanding of how service quality influences customer satisfaction and loyalty in a B2B context. By employing an inductive reasoning approach, the study aims to identify consistent patterns that reinforce the value of effective service management. Through the careful integration of CRM strategies, the research will provide insights into how businesses can strengthen customer relationships and foster long-term loyalty.

References

  • Cronin, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. The Journal of Marketing, 58.

  • Hogreve, J., Iseke, A., Derfuss, K., & Eller, T. (2017). The service-profit chain: A meta-analytic test of a comprehensive theoretical framework. Journal of Marketing, 81(3), 41-61.

  • Laureate Education (Producer). (2016b). Theoretical/conceptual framework [Video file]. Baltimore, MD: Author.

  • Mittal, V., Han, K., Lee, J., Im, B., & Sridhar, S. (2017). Attribute-level satisfaction, overall customer satisfaction, and performance outcomes in business-to-business firms. Manuscript Submitted for Publication.

  • Saunders, M. N. K., Lewis, P., & Thornhill, A. (2015). Research methods for business students (7th ed.). Essex, England: Pearson Education Limited.

  • Simmons, R. L. (2015). The relationship between customer relationship management usage, customer satisfaction, and revenue. [DPS Doctoral], Walden University, Available from ProQuest.

  • Khanna, V. (2017). Measuring job satisfaction of academicians using Herzberg Theory. Delhi Business Review, 18(2), 75–86.