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 been shown to impact customer satisfaction and lead to higher sales. However, a lack of a measurement of willingness to accept social robot recommendations (WASRR) makes it difficult for managers to evaluate the usefulness of these recommendations to customers. How do consumers perceive the recommendations provided by social robots? This study will adopt Churchill (1979) and Devillis (1991) to develop the WASRR scale that will provide a strong diagnostic assessment of the recommendations. The paper will discuss the first stage of scale development, which includes a literature review, a thesaurus search, and expert panel interviews. WASRR scale will help organisations improve customer satisfaction, efficiency, and productivity by deploying social robots to provide recommendations in industries facing labour shortages. Additionally, the WASRR scale will help assess the ability of social robots to provide recommendations.