摘要：AbstractFor growth and competitiveness in any service sector, it is necessary that service quality and customer satisfaction should be given adequate attention. In today's competitive environment, the key for a sustainable competitive advantage is delivering high quality service. The aim of this primary research was to apply the American customer satisfaction index (ACSI) model in the context of service quality in the Food and Beverage (F&B) industry in order to describe how customers perceive service quality and whether they are satisfied with services offered by Café Coffee Day, Barista and Costa Coffee (three mobile F&B players). A structured questionnaire was developed from the ACSI model and was randomly distributed to the consumers of the three F&B outlets to determine their satisfaction with service quality delivery in the Pune's Food and Beverage outlets. From the data analysis, it was found out that the overall service quality perceived by the customers was just satisfactory and that customer expectations were higher than what was perceived.
