Abstract:
The research is about the importance of service encounter in the event management and is a
qualitative research. This qualitative research is primarily encompassing Islamabad. Undertaken
research is based on secondary data collective via past thesis, articles and studies. The research
would help the Event Management companies in Islamabad/Rawalpindi to realize how important
is ‘Service Encounter’ in the process of ‘Event Management’. The research also shows the
relationship between the service encounter and event management. Thus, it would also help the
marketing students to understand the service encounter in a different context.
