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The Role of the Manager in Shaping Customer Contact Employee Perceptions of the Firm's Relationship With Technology: A Conceptual Model

As self-service technology becomes an increasingly important part of the services sector, it is essential that managers understand how to shape employees’ perceptions of technology. This theoretical study draws on the Schramm (1954) communications model along with internal marketing literature to develop a conceptual model that shows the importance of manager perceptions in the formation of a customer-contact employee's perception of the firm's affinity for technology. Additionally, employee perceptions of the technology will also be examined to determine what modifying effect they might have on the link between manager and employee perceptions of the firm's affinity for technology.