What does phygital really mean? A conceptual introduction to the phygital customer experience (PH-CX) framework

Batat, Wided

doi:10.1080/0965254x.2022.2059775

Cited by 42 publications

(86 citation statements)

References 82 publications

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“…Therefore, an ERT approach is increasingly becoming key for companies, service providers and scholars to create satisfactory phygital consumption and service experiences (Batat, 2022a). As such, ERT can be a marketing strategy that enhances a brand's value by offering customers unique experiences that connect physical and digital spaces via technology-enabled devices (Batat, 2022b).…”

Section: The Role New-age Technologies Play In Consumption and Servic...mentioning

confidence: 99%

“…Furthermore, research shows that consumers' SQ phygital experiences related to tracking themselves and their activities positively affect the perceived cognitive value of their consumption experiences in the physical setting (Batat, 2022a). For instance, health monitoring activities using QS apps uninterruptedly merge experiences from both settings—physical and digital—to help a person achieve self-empowerment (by gaining knowledge) and productivity (by gaining time).…”

Section: Defining the Scope Of The Ert Framework For Phygital Custome...mentioning

confidence: 99%

“…This review article draws on prior research that has examined different technologies used to design customer and service experiences in phygital settings (e.g. Batat, 2022a; Talukdar and Yu, 2021; Jacob et al. , 2021).…”

Section: Introductionmentioning

confidence: 99%

“…It is a framework that can meet the needs of service providers in terms of improving the customer's experience in both physical and digital settings. Meanwhile, there is an increasing acknowledgment that phygital experiences, in general, play a critical role when it comes to enhancing customer experiences and engaging customers while creating a robust customer-company connection (Batat, 2022a). Regarding ERTs, especially the close connection between designing phygital experiences by linking physical places and digital spaces, authors such as Batat (2022a) have recently called for advancing phygital experience research by integrating an experiential perspective of technology (Zarantonello and Schmitt, 2022).…”

Section: Introductionmentioning

confidence: 99%

“…Meanwhile, there is an increasing acknowledgment that phygital experiences, in general, play a critical role when it comes to enhancing customer experiences and engaging customers while creating a robust customer-company connection (Batat, 2022a). Regarding ERTs, especially the close connection between designing phygital experiences by linking physical places and digital spaces, authors such as Batat (2022a) have recently called for advancing phygital experience research by integrating an experiential perspective of technology (Zarantonello and Schmitt, 2022). The goal is to design consumption and service experiences that positively contribute to both the customer's experience and the employee's experience.…”

Section: Introductionmentioning

confidence: 99%

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The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

Batat

Hammedi

2022

JOSM

Self Cite

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PurposeBecause new-age technologies are gaining a broader interest among service scholars and practitioners, it is critical to identify these technologies and examine the roles they play. The examination needs to be conducted to design engaging customer and service experiences in new phygital settings that connect physical and digital environments. This review article aims to provide researchers with a new comprehensive and integrative extended reality technology (ERT) framework. The framework serves as the basis for an all-inclusive view of ERT types in order to explore the different types of technology used to design phygital customer and service experiences.Design/methodology/approachThis article reviews prior works on the role technology plays in terms of customer experiences across various fields of research, including consumer, marketing and service literature. Adopting an experiential and phygital perspective as well as considering a consumer standpoint, this article defines the scope of the ERT framework by identifying categories of new-age technologies and their effects related to the design of phygital customer and service experiences.FindingsThe ERT framework proposed in this article offers directions for future research by adopting an experiential approach to technologies in order to categorize additional technological devices, platforms and tools that can be considered in the design of phygital experiences following several extension processes. These processes can enhance the cognitive, social, sensory and contextual dimensions of the phygital experience and thus create a continuum in terms of customer value from physical to digital settings and vice versa.Research limitations/implicationsCompanies and service providers may benefit from a new, comprehensive, focused framework that assembles different types of technology. The technologies can be utilized to design engaging customer and service experiences that deliver customer value from physical to digital spaces and inversely.Originality/valueNo prior works have proposed a comprehensive ERT framework for service research following an experiential perspective and a consumer view of the experience occurring in a new setting: phygital. By embracing the ERT framework provided in this article, future service scholars can examine the dynamics and types of technologies that can positively or negatively affect the design of consumption and service experiences in phygital settings.

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Section: The Role New-age Technologies Play In Consumption and Servic...mentioning

confidence: 99%

Section: Defining the Scope Of The Ert Framework For Phygital Custome...mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

Batat

Hammedi

2022

JOSM

Self Cite

View full text Add to dashboard Cite

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Heritage Communication on Social Media in the Luxury Brand Market: The 4-H Factors Framework

Mosca,

Batat,

Chiaudano

2024

Digital Transformation for Fashion and Luxury Brands

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The Right Tool for the Right Job: Identifying Relevant Touchpoints to Achieve Seamlessness in the Fashion Sector

Salvietti,

Ieva

2024

Digital Transformation for Fashion and Luxury Brands

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What does phygital really mean? A conceptual introduction to the phygital customer experience (PH-CX) framework

Cited by 42 publications

References 82 publications

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

Heritage Communication on Social Media in the Luxury Brand Market: The 4-H Factors Framework

The Right Tool for the Right Job: Identifying Relevant Touchpoints to Achieve Seamlessness in the Fashion Sector

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