How can we better understand and analyze the concept of service quality? This research presents a method for analyzing statements and theories about service quality. The method, called the Pentad, is based on the work of the American literary and social critic Kenneth Burke′s work *A Grammar of Motives*. Burke's five key terms - Act, Agent, Scene, Agency and Purpose – strategic spots at which ambiguities necessarily arise, when one makes statements about what people do and why they are doing it. This paper explores the use of Burke's Pentad, assisting (half‐formed) theories to become self‐conscious and articulate. A central thesis of Burke′s is that the meaning of an act or event is based on the five key terms (on the answers to the five questions) *in toto*. If some of the key terms remain unspecified (i.e. the corresponding questions unanswered) the meaning of the event or action in question is correspondingly ambiguous. Ultimately, the method of inquiry helps to illuminate half-formed theories of self-conscious and articulate events. The Pentad operates to assist (half‐formed) theories to become self‐conscious and articulate.
Given that International Journal of Service Industry Management does not have any journal categories listed, it is not possible to automatically and effectively determine if this paper is relevant to the journal's scope. An empty string is returned.
| Category | Category Repetition |
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| Education: Theory and practice of education | 1 |
| Geography. Anthropology. Recreation: Recreation. Leisure: Sports | 1 |