Unreasonable Customer Service in Events.

Abstract

Although preceded by research on unreasonable hospitality, this thesis was uncommon in examining its application specifically within event management, focusing on how the concept supports the creation of unique customer experiences while maintaining a mentally sustainable environment for staff and volunteers. As events increasingly operate as emotional experiences, and as more attention is given to understanding how small, seemingly simple acts of care influence the atmosphere of an event, this study was undertaken. The aim was to describe the factors that enable unreasonable hospitality in event settings and to explore how professionals recognise and value the moments that define exceptional service.

The conceptual framework was built on theories of hospitality, customer experience, emotional intelligence, leadership, organisational culture, and the social dimension of sustainable development. These sources provided the basis for examining motivation, initiative, and collaboration shape hospitality practices within event teams.

The study was carried out as qualitative research. Six semi-structured interviews were conducted with specialists and team leaders from a variety of event contexts, including business conferences, cultural events, and student-led or community-based gatherings.The research was implemented between October and November 2025, during which the interviews were conducted and transcribed before analysis. The purpose was to understand how these professionals create memorable guest experiences and to identify the specific practices that support emotionally meaningful interactions. The thesis contributes to event management by offering perspectives and frameworks that have not been widely documented, as research on unreasonable hospitality in this field remains limited and only explored by a small number of authors.