Service ecosystems: insights from a wedding

Purpose This study aims to analyze the context of experience within a service ecosystem to understand how the different actors at a specific event, namely, a wedding, interact and contribute to co-create value. Design/methodology/approach A case study was used as a research strategy. Content analysis was used to analyze the data with the aid of NVIVO software. Findings The results indicate the importance of interaction between different actors for co-creation to occur as it does not occur in isolation and is generated for and with all the audiences of an event. In addition, during the exchange encounter, the presence of guests and the network of suppliers influenced social interaction and the perception of value. Originality/value Studies indicate a need for empirical research based on different contexts of service ecosystems. This study addresses the co-creation of events in an area different from those investigated to date: a wedding. In this rite of passage, the experience is highly involving and interactive, contains different audiences and potential value generation for all those involved.