Customer satisfaction and sale performance in New York State brewery tasting rooms

Abstract The US craft brewery industry has grown steadily in recent years before the 2020 COVID-19 pandemic. The majority of small, independently owned craft breweries rely on tasting rooms for revenues and profits. Using data collected from a survey of tasting room visitors from 21 craft breweries in New York, this research investigates factors influencing visitors’ customer satisfaction (CS) and the link between brewery tasting room CS and sales performance. The results show that brewery interior ambience, beer tasting execution, and friendliness and knowledge of servers are the main factors influencing CS in tasting rooms. Furthermore, results suggest that higher CS levels increase visitors’ purchase likelihood and beer purchase amounts (by volume and value). These findings indicate that breweries should focus on such factors as strengthening staff training, enhancing tasting room ambience, and improving beer tasting execution that have the highest positive influence on CS to increase sales. This study has implications for the rapidly growing craft brewery industry in the USA.