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The phygital transformation: a systematic review and a research agenda

Author

Listed:
  • Cristina Mele

    (University of Naples Federico II)

  • Tiziana Russo Spena

    (University of Naples Federico II)

  • Marialuiza Marzullo

    (University of Naples Federico II)

  • Irene Bernardo

    (University of Naples Federico II)

Abstract

The label “phygital” (physical plus digital) has been proposed to describe how companies try to engage customers due to the exploitation of smart technologies. Although used mainly by practitioners, research into phygital’s theoretical development is lacking. We conduct a systematic literature review to obtain an overall vision of the phenomenon and to understand how the scientific debate uses the term. The in-depth analysis allows for the identification of four main aspects: (1) objects and applications, (2) context (space/place), (3) customer journey, and (4) shopping (retail) experience. Using the antecedents, decisions, and outcomes model, we offer an interpretation of the phenomenon in a more comprehensive framework. The development and use of physical and digital objects and applications (i.e., phygital resources) in a phygital context (i.e., spaces and places) affect the customer journey in a phygital manner to enable the development of new forms of phygital experience. We suggest specific research avenues to develop the phygital construct.

Suggested Citation

  • Cristina Mele & Tiziana Russo Spena & Marialuiza Marzullo & Irene Bernardo, 2023. "The phygital transformation: a systematic review and a research agenda," Italian Journal of Marketing, Springer, vol. 2023(3), pages 323-349, September.
    • Handle: RePEc:spr:ijmark:v:2023:y:2023:i:3:d:10.1007_s43039-023-00070-7
    DOI: 10.1007/s43039-023-00070-7
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    References listed on IDEAS

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    1. Swen Nadkarni & Reinhard Prügl, 2021. "Digital transformation: a review, synthesis and opportunities for future research," Management Review Quarterly, Springer, vol. 71(2), pages 233-341, April.
    2. repec:ehu:cuader:55445 is not listed on IDEAS
    3. Clauzel, Amélie & Delacour, Hélène & Liarte, Sébastien, 2019. "When cuisine becomes less haute: The impact of expert ratings on consumers' legitimacy judgments," Journal of Business Research, Elsevier, vol. 105(C), pages 395-404.
    4. Florence Jacob & Virginie Pez & Pierre Volle, 2021. "Shifting to phygital experience management with design science: a six-step method to manage customer journeys," Post-Print hal-03591264, HAL.
    5. repec:hal:journl:hal-04120469 is not listed on IDEAS
    6. Amélie Clauzel & Hélène Delacour & Sébastien Liarte, 2019. "When cuisine becomes less haute : The impact of expert ratings on consumers' legitimacy judgments," Post-Print hal-02513471, HAL.
    7. Verhoef, Peter C. & Broekhuizen, Thijs & Bart, Yakov & Bhattacharya, Abhi & Qi Dong, John & Fabian, Nicolai & Haenlein, Michael, 2021. "Digital transformation: A multidisciplinary reflection and research agenda," Journal of Business Research, Elsevier, vol. 122(C), pages 889-901.
    8. Justin Paul & Gabriel R. G. Benito, 2018. "A review of research on outward foreign direct investment from emerging countries, including China: what do we know, how do we know and where should we be heading?," Asia Pacific Business Review, Taylor & Francis Journals, vol. 24(1), pages 90-115, January.
    9. Banik, Shanta, 2021. "Exploring the involvement-patronage link in the phygital retail experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    10. Danielle Lecointre-Erickson & Safaa Adil & Bruno Daucé & Patrick Legoherel, 2021. "The role of brick-and-mortar exterior atmospherics in post-COVID era shopping experience: a systematic review and agenda for future research," Post-Print hal-03466769, HAL.
    11. Diogo Gaspar Silva & Herculano Cachinho, 2021. "Places of Phygital Shopping Experiences? The New Supply Frontier of Business Improvement Districts in the Digital Age," Sustainability, MDPI, vol. 13(23), pages 1-21, November.
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    Cited by:

    1. Athanasios KARAGIOUMLEZIS & George SPAIS, 2024. "Validating a Proposed Model on the Factors that Influence Consumers' Unique Phygital and Memorable Shopping Experiences in Phygital Retail Outlets," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(2), pages 51-72, June.
    2. Belma Kencebay & Ahmet Ertugan, 2025. "Understanding the Mediating Effect of Brand Equity on Sustainability and Omnichannel Operation and Phygital Experience," Sustainability, MDPI, vol. 17(5), pages 1-27, February.

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