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ABSTRACT
The main objective of this study was to develop an instrument to measure the multidimensional nature of performance quality in beverage establishments. This study was based on a sequential exploratory mixed methods design. Interviews with beverage managers and customer focus groups were conducted to create an initial instrument. After that, 405 customers were surveyed, and the final BEVQUAL instrument was developed, including six dimensions that were measured with 23 items. Atmosphere, service quality, and pricing were shown to be good predictors of customer satisfaction, while ambiance, beverage quality, and location did not affect customer satisfaction.