Conventional methodological approaches fall short of being able to provide an adequate understanding of the prime interactive experiences customers undergo in service physical environments. Recently, the acceptance of phenomenology as an emergent approach to marketing issues opens both an interesting as well as fruitful alternative to investigate those encounter situations. Despite these promising conditions, practical guidelines for a better use of phenomenology by marketing authors seem to be missing. This paper presents some procedures and indications that may help justifying phenomenology as a convenient methodological option to foster research on service physical environments.
Phenomenology; scientific research; servicescapes; interactivity; significant understanding