Purpose Enhancing customer participation behaviour (CPB) is critical for service firms. However, in a global context, cultural and local market factors are relevant. This study details how and why global service firms can and should account for such factors. Prior research relied on cultural value differences to account for cross-national variation. The present study uses an index of consumers’ institutional logics of market action (CILMA) as an alternative approach to segment international markets. Findings Based on a survey of 1,910 customers of financial services in 11 countries the study reveals that the CILMA index explains differences in consumer participation behaviour intentions (CPBI) and moderates several relational mechanisms; in particular, in more relational versus contractual markets, CPBI is higher, whereas the effect of cognitive trust on CPBI is stronger in such settings.Global marketing managers thus should adjust CPB strategies according to observed CILMA index scores. Segmentation for CPB approaches could rely on CILMA index variations. Originality/value The newly proposed CILMA index combines both relation- and contract-based governance dimensions to describe complex institutional fields. This index differentiates relation- from contract-dominated markets and supports the application of the CILMA scale to many nations at the same time. The CILMA index can be applied to segment international markets to explain customer cocreation behaviour and its drivers.