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Memorable experiences influence consumers' behavioral intentions and determine a business's abrility to generate revenue. Provided that conference experience is by and large driven by attendees' engagement in customer-customer interactions (CCIs), this study is to identify what defines memorable CCI experiences at conferences. The authors conducted 26 in-depth in-person interviews with past association conferences attendees. Data analysis reveals attendees' peak experiences in CCIs, comprising emotion-laden CCIs, sparks in CCIs, and surprises in CCIs. The results also demonstrate memorable deviant behaviors displayed by three types of Attendee B in CCIs, as well as other interpersonal factors that lead to negative, memorable CCIs, including social exclusion, interpersonal stress, and interpersonal conflict. The findings of this study challenge the conventional label of conferences merely as a social phenomenon and highlight the emotional and psychological meaning making processes that take place at conferences. Theoretical contributions and managerial impications of the findings are discussed.
