ABSTRACT During the recent years, it has been observed that the lifestyle of people has become busier and those who are planning to get married soon may find it difficult to take care of all the wedding preparations on their own. That is why; there has been a rise in the demand for the wedding planning service. This study aims at identifying the factors that prospective wedding couples view as being important when choosing a wedding planner and also at assessing their expectations with respect to various service quality dimensions. Factors were identified from a qualitative phase comprising of in-depth interviews and focus group discussions. While for the service quality expectations, the SERVQUAL scale was used. A survey was conducted among a sample of prospective wedding couples. Exploratory factor analysis was performed for the choice determinants identified and the results revealed the existence of four factors, namely, personal consideration, facilities consideration, relationship consideration and customization consideration. Relevant analysis was then conducted, using different statistical techniques for both the choice determinants and service quality expectations. The study results provide a better understandingof the choice determinants of prospective couples when selecting a wedding planner and their expectations with regards to service quality. Moreover, the results are used to make recommendations in view of helping wedding planners to better aid them improve their service offering and satisfy their clients. Keywords service quality, expectations, needs, consumer behavior, wedding planning