Abstract:
This study aims at understanding the impact of value co-creation on customer satisfaction in wedding planning in Sri Lanka while examining the moderating effect of process enjoyment. Quantitative approach was employed by distributing selfadministered questionnaires among 150 customers who have experienced the service of an event planning organization in planning their weddings in Western Province, Sri Lanka, and they were selected based on convenience sampling method. The study found a positive effect of value co-creation on customer satisfaction in wedding planning as such that the effect becomes stronger when customers enjoy their involvement. This research fills the gap in the existing literature by investigating value co-creation, process enjoyment and customer satisfaction in event planning, particularly in the context of wedding planning. As the managerial implication, service organizations can obtain advantage by understanding to which extent and aspects they should collaborate with customers to make them happy. In short, service organizations should attempt to make value co-creation process enjoyable to the customers.
