Published Paper Details:

Licensed establishments have the legal and moral responsibility of serving alcohol responsibly. Responsible Service of Alcohol (RSA) or Responsible Beverage Service (RBS) ensures that alcohol abuse and alcohol related harms are under control. While there has been extensive research done on the impact of RBS in controlling alcohol related harms, research on customer�s perception and attitude towards RBS is limited. Like any enforced social cause, there exists resistance towards accepting RBS by customers, especially when a server or bartender denies a customer further service of alcoholic beverages. This study attempts to examine the acceptance of responsible beverage service practices by customers and its influence on controlling alcohol abuse and intoxication. Survey questionnaire was administered to customers who frequent bars in star hotels. The responses were analyzed using SPSS 21 (Statistical Package for the Social Science). The results would shed light on what the customers thought was the best practices in RBS and would give the hospitality professionals insight to the most practical and effective ways of practicing RBS.