Importance of service encounters in the process of event management

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.