<p>In social interactions, customer decisions are often influenced by the behavior of others. When multiple customers make the same purchasing decision within a socially interactive environment, their perceived utility of the service increases. Additionally, customers develop a reference time utility based on their patience time and the expected waiting time, which influences their valuation of the service. Using an M/M/1 queueing model, this study examines how reference time utility affects customer queueing decisions and the service provider's pricing strategy under social interactions, considering both homogeneous and heterogeneous customers. The findings demonstrate that the social interaction sensitivity and the customer patience time will affect the social interaction utility and the reference time utility, which in turn affects the queueing behavior of customers and the service pricing and revenue of the service provider. Numerical examples are presented to validate the theoretical findings and provide actionable managerial insights for service providers.</p>