| Summary: | In the service industry, value creation has emerged from being something where service providers are the sole creators of value, into something where customers are equal creators of value. Nowadays it is seen as value co-creation between the two parties. Authors Echeverri & Skålén (2011) identified five value co-creation practises in the public transportation industry between customer and supplier. The findings of Luong (2005) suggest that a service providers actions have an influence on the customers mood. No previous research has been conducted into how a customer’s mood affects value co-creation, and more specifically the value co-creation practises identified. These identified practises in relation to customer mood were researched upon in a restaurant setting through a qualitative study with semi-structured interviews. The research was conducted with 10 different respondents and the purpose was to find out whether differences in customer moods affected the value being co-created between customer and supplier/service personnel. It was found out that customers in a positive mood, more easily ignored smaller service complications which made value co-creation opportunities harder to identify. Customers in a negative mood made it easier for service personnel to identify poorly performed touchpoints in the value co-creation practises between the supplier and customer due to a more reactive behaviour that indicated that they were dissatisfied. Further findings states that different value co-creation practises could produce more co-created value than others. This was found out when comparing the results of each practise and mood.
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