Making moments together: how social interactions shape event experiences

Purpose This study aims to explore the influence of interactions between customers and their various experience partners – customer-to-fellow customer (C–F), customer-to-employee (C–E) and customer-to-companion (C–C) – on overall event experiences and subsequent behavioral responses, addressing a gap in the literature that has primarily focused on C–E interactions. Design/methodology/approach Grounded in service-dominant logic, data were collected from a sample of 354 respondents who attended in-person events. Partial least squares structural equation modeling was used to analyze the data and assess the research hypotheses. A multigroup analysis was also conducted to test the moderating role of event type (hedonic-oriented vs utilitarian-oriented). Findings The results indicate that all three types of interpersonal interactions – C–F, C–E and C–C – significantly contribute to the overall customer experience. Enhanced customer experiences positively impact memorability, psychological ownership, destination attachment and brand advocacy. However, the three types of interpersonal interactions did not show significant differences between hedonic-oriented events and utilitarian-oriented events. Practical implications Event organizers should prioritize creating engaging environments that facilitate social interaction among attendees. Providing opportunities for attendees to build meaningful connections with each other, the event and its location can promote positive behavioral outcomes. Originality/value This study extends the literature by broadening the scope of interpersonal interactions at events beyond the traditional focus on C–F dynamics, highlighting the critical roles of C–E and C–C interactions in shaping the overall event experience and influencing postevent behaviors.