Customers’ Attitudes Toward Frontline Employees with Intellectual Disabilities: Scale Development and Validation

Employees with intellectual disabilities remain markedly underrepresented in frontline service roles, despite the social and economic benefits of inclusion. A key barrier is firms’ uncertainty about consumer reactions. To address this gap, we develop and validate the CAFID scale (Consumer Attitudes toward Frontline Employees with Intellectual Disabilities), designed specifically for the service sector—unlike existing, general disability attitude measures. Across multiple studies, we demonstrate the scale’s reliability, dimensionality, and validity. Results show that more favorable consumer attitudes not only support inclusive hiring but also buffer negative responses to service failures, improving repatronage and word-of-mouth intentions. With this practical tool, firms can assess customers’ readiness and support for inclusive hiring practices; policy makers can develop data-driven incentives to promote workplace equity; and researchers can explore dynamic consumer–employee interactions involving people with intellectual disabilities. Ultimately, the CAFID scale contributes to building more equitable, socially responsible service environments.