Using Pragmatic Concepts for Exploring Interactivity in Service Encounters

摘要: A service encounter is conceived as an interactive process between a provider and receiver. It has however largely been analyzed non-interactive phenomenon which leads to superficial incomplete understanding of the dynamics encounters process. The purpose this paper explore whether pragmatic approach could form foundation for conception phenomenon. results show that in order capture essence interaction from view, researchers should turn concept action. In avoid one-side view (the customer or company/company representative) encounter, inter-related actions need be taken into consideration.