Business schools are increasingly concerned about retaining and recruiting new students. We examine interactions among marketing students to consider their consequences on student satisfaction. This article’s objective is to determine the drivers of satisfactory and dissatisfactory student-to-student interactions by employing a critical incident technique. In doing so, this study identifies three groups (group assignments, peer relations, and outcomes) and 11 categories of satisfiers and dissatisfiers. The study’s findings advance the understanding of the impact of students-to-student interactions on student satisfaction and illustrate the importance of the management of these interactions in the context of marketing education.

商学院越来越关注留住和招收新生。我们检查营销学生之间的互动，以考虑他们对学生满意度的影响。本文的目的是通过采用关键事件技术来确定令人满意和不满意的学生对学生互动的驱动因素。为此，本研究确定了三组（小组分配、同伴关系和结果）和 11 类满意和不满意的人。该研究的发现促进了对学生与学生互动对学生满意度的影响的理解，并说明了在营销教育背景下管理这些互动的重要性。