Customers do not always attribute responsibility for negative interactions with other customers to the customer causing them but to the organization itself. Consequently, organizations should pay attention to customer-to-customer interactions and even use them to support favorable outcomes for both customers and organizations. From a marketing perspective, the COVID-19 pandemic seems to have had substantial impacts on these interactions as it demands spatial distance and social closeness between individuals. This article promotes an understanding of customer-to-customer interactions by considering on-site interactions and their significance against the background of the pandemic by use of the Kano model on a conceptual basis and from a holistic point of view. This article not only shows that during the pandemic, organizations may have been able to facilitate the creation of functional, affective, social, and network value by focusing on on-site customer-to-customer interactions but also that challenges may have arisen, such as the striking need for employee training, customer education, or customer segmentation.