Companies are increasingly focusing on customer participation to create value for the firms and their customers. To date, evidence regarding the effects of customer participation as a marketing tool has been primarily anecdotal. Relying on customer behavior theory and marketing theory, we develop a framework that explores the effects of customer participation on service quality, customer satisfaction and customer value. On the basis of which, an SEM analysis was conducted on the personal development industry. The results show that information exchange, cooperative behaviors and personal interaction have positive effects on service quality, customer satisfaction and customer value. Based on the results, this study explains the practical and academic implications for companies promoting customer creative participation.