Commercial friendships in pubs: Defining the quality, levels, and process

This research explores commercial friendship within Dutch pubs, focusing on the transition from transactional to personal interactions between bartenders and guests. The study uses semi-structured interviews and thematic analysis to reveal that commercial friendship shares many similarities with non-commercial friendship but differs in important aspects. We found six levels of commercial friendship that range from minimal interactions, categorized as 'guest,' to deep, personal connections identified as 'best friend.' We identified three dimensions of commercial friendship quality: activities, self-disclosure, and social support. A critical finding is the 'tipping point'—a stage in the relationship development where interactions shift from professional to personal, characterized by mutual personal disclosure and balanced social support, redefining professional relationships. These findings demonstrate that commercial environments can foster genuine friendships, and provide valuable insights for enhancing interpersonal relationships within the hospitality industry. • Commercial friendship's key dimensions are activities, self-disclosure, and support. • Commercial friendship evolves through six defined levels in pubs. • Asymmetrical interactions characterize the middle stages of commercial friendship development. • A pivotal 'tipping point' defines the shift from mostly transactional to mostly personal relationships.