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February 24, 2021 By Sara Zaske, WSU News RICHLAND, Wash. –  No one went to Oktoberfest in 2020, but chances are those who attended in the past are still thinking about it. In a case study of the famous German beer festival, researchers tested the theory that events which create memorable experiences can increase life-satisfaction. This deep connection with customers has big benefits for associated businesses, according to Robert Harrington, lead author of the study recently published online in the International Journal of Contemporary Hospitality Management. “If you can do something that transforms people even a little bit, it can have a huge impact on the success of your company and your brand,” said Harrington, professor and director of the School of Hospitality Management at Washington State University Carson College of Business. “The more customers are delighted, the more likely they are to be return customers. They are also more likely to give positive recommendati

Baden wubergUnited statesRobert harringtonSara zaskeRoman boed robert harringtonMunich university of applied sciencesHeilbronn university of applied sciencesInternational journal of contemporary hospitality managementSchool of hospitality managementRoman boedInternational journalContemporary hospitalityHospitality managementWashington state university carson collegeHeilbronn universityApplied sciences