No Wind is Favorable Unless the Sailor is Participative: Customer Participation in Marina Services

Marinas are essential for tourism as a customized service, which, in turn, necessitates active customer cooperation. This study investigates the participation behavior of customers in marina service delivery and aims to determine the facilitating factors and consequences of customer participation (CP). A questionnaire survey was performed to evaluate the perception of marina users (i.e., boat owners or captains) who received service from full-service private marinas. The collected data were analyzed using the generalized linear model. The empirical results showed that customer self-efficacy and customer affective trust are significant facilitating factors, and actionable participation is the most essential dimension of CP substantially impacting customer cocreated value. Moreover, “experience at sea” and “marina region” are the factors with high control effects on the relationships between CP, self-efficacy, trust, and cocreated value.