ROUTE #1: Getting Started
ROUTE #1: Chapter-by-Chapter

STEP ONE
Identify the constructs you intend to study (and the theories that underpin them)

First, you need to identify the constructs that you are going to measure. These constructs need to be tightly worded (e.g., customer loyalty, trust, social capital, knowledge sharing, etc.). You do not need to include an operational definition of your construct, which would be too verbose (i.e., wordy) when used in a diagram (i.e., in your theoretical model). If you are unsure about the difference between conceptual and operational definitions of constructs, a good starting point is the article, Concepts, constructs and variables, in the Fundamentals part of Lærd Dissertation.

Next, you need to think about the role that your different constructs play. Now whilst constructs can consist of a number of variables, they will often be treated in the same (or a similar) way as variables when creating a theoretical model; that is, constructs can be thought of as playing the role of dependent, independent or moderator variables. Therefore, you need to identify what role your different constructs play (e.g., customer loyalty might act as the dependent variable, with service quality acting as an independent variable, whilst trust acts as a moderator variable). If you are unsure about these different types of variables, a good starting point is the article, Types of variables, which is part of the broader article, Concepts, constructs and variables, in the Fundamentals part of Lærd Dissertation.

When you identify what constructs you are going to measure, and whether these act as independent, moderator, or dependent variables, it is useful to include them in a table (see Table A below). We do this because the role that constructs play (i.e., an independent, moderator, or dependent variable role) influences where they are placed in the theoretical model that you create (i.e., from left to right in the diagram).

Table A: Constructs and their roles

Construct name Independent variables Moderator variables Dependent variables
Service quality X    
Customer satisfaction X    
Trust   X  
Customer loyalty     X

STEP TWO
Understand what your hypotheses tell you about how these constructs are related

Second, you need to ask yourself: What do my hypotheses tell me about how these constructs are related? This is where you are not only interested in the relationships between constructs, but also the nature of the relationships (i.e., whether they are direct or indirect/moderators; positive or negative). If you need a recap on hypotheses, see the article: Research (and null) hypotheses. Some example hypotheses for the constructs highlighted in Table A include:

H1 There is a positive relationship between service quality and customer loyalty
H2 There is a positive relationship between customer satisfaction and customer loyalty
H3a There is a positive relationship between trust and service quality
H3b There is a positive relationship between trust and customer satisfaction
H4 Trust mediates the relationship between customer satisfaction and customer loyalty

You can also use a table to illustrate the hypotheses, the constructs they represent, and the directionality of the hypotheses (see Table B below):

Table B: Hypotheses, their directionality, and the constructs they represent

Hypothesis Construct #1 Construct #2 Directionality
H1 Service quality Customer loyalty (+)
H2 Customer satisfaction Customer loyalty (+)
H3a Trust Service quality (+)
H3b Trust Customer satisfaction (+)

STEP THREE
Decide how you want to organise your constructs

Third, you need to think about whether you want to organise your constructs in a particular way. After all, the constructs that you are going to measure can be (a) linked or grouped, or (b) discrete. Sometimes you will be studying a number of constructs that have a logical or theoretical relationship with each other (i.e., construct grouping). You may also want to show how the different constructs that you are studying are underpinned by certain theories, especially if you are trying to show how different theories overlap (i.e., theoretical grouping). To explain further:

1 2 3 4 5 6 7 8 9 10 11 12