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To know the expectations that customers have about a product, or a service are of vital importance for the optimal performance of the company and its logistics operations. The purpose of this study is to determine the level of acceptance of a beverage distribution center in the region of Azuero, Panama through the application of Serv-Qual method using different criteria: Sales, Quality, Distribution, General Efficiency and Collections. The results show the level of acceptance for the company's customers regarding the criteria used, to determine the alternatives for improvement available for the company and focusing its actions to the continuous efficiency of operations. Likewise, it shows the importance of establishing continuous measurement parameters which are a highly effective tool that allows having a reference for optimal decision making in a competitive environment.