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 tha...