Measuring willingness to accept social robot's recommendations (WASRR)

Social robots are increasingly being used in the hospitality industry to provide service recommendations. Recommendations have shown to impact customer satisfaction and lead to higher sales. However, a lack of a measurement on willingness to accept social robot's recommendations (WASRR) makes it difficult for managers to evaluate the usefulness of these recommendations to customers. Are these recommendations appropriate? This study will adopt Churchill (1979) and Devillis (1991) to develop the WASRR scale that will provide a strong diagnostic assessment of the recommendations. During the first stage of scale development, 62 items with 12 dimensions were identified. It also consisted of attitudinal and behavioural dimensions. WASRR scale will help organisations improve customer satisfaction, efficiency, and productivity by deploying social robots to provide recommendations in industries facing labour shortages. Additionally, WASRR scale will help assess the ability of social robots to provide recommendations.