Significant shift in consumer profiles, sectoral practices, and marketing knowledge currently common has changed business models and made them more complex than simply being customer-oriented. In this context, making customers a part of their business strategies and imposing the role of creator of the service and value offered to them through their participation has been the main premise of competitive advantage. Especially in the service sector, encouraging customer participation, collaborating with customers affects the experience and the results of the process. Although customer participation has been the subject of academic research for many years, there are many different definitions and evaluations of the concept. However, in the marketing literature, this concept is based on the transition from the goods-dominated approach to the service-dominated approach, pioneered by Vargo and Lusch. In this study, the place of the concept of customer participation in the marketing literature, its historical background, and the theories that shed light on the development of the concept are revealed. It is aimed to contribute to researchers and practitioners by evaluating the fields that customer participation is related to, other concepts that are close to the concept or used synonymously, and the results of customer participation from a holistic perspective.