IDEAS home Printed from https://ideas.repec.org/a/spr/ijmark/v2023y2023i3d10.1007_s43039-023-00070-7.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s43039-023-00070-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s43039-023-00070-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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. Sustacha, Inés & Baños Pino, José Francisco & del Valle, Eduardo, 2022. "Research trends in technology in the context of smart destinations: a bibliometric analysis and network visualization," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    3. repec:hal:journl:hal-04120469 is not listed on IDEAS
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zahoor, Nadia & Zopiatis, Anastasios & Adomako, Samuel & Lamprinakos, Grigorios, 2023. "The micro-foundations of digitally transforming SMEs: How digital literacy and technology interact with managerial attributes," Journal of Business Research, Elsevier, vol. 159(C).
    2. Piepponen, Amanda & Ritala, Paavo & Keränen, Joona & Maijanen, Päivi, 2022. "Digital transformation of the value proposition: A single case study in the media industry," Journal of Business Research, Elsevier, vol. 150(C), pages 311-325.
    3. Titov Sergei & Trachuk Arkady & Linder Natalya & RD Pathak & Danny Samson & Zafar Husain & S Sushil, 2023. "Digital transformation enablers in high-tech and low-tech companies: A comparative analysis," Australian Journal of Management, Australian School of Business, vol. 48(4), pages 801-843, November.
    4. Maha Shehadeh & Ahmad Almohtaseb & Jehad Aldehayyat & Ibrahim A. Abu-AlSondos, 2023. "Digital Transformation and Competitive Advantage in the Service Sector: A Moderated-Mediation Model," Sustainability, MDPI, vol. 15(3), pages 1-21, January.
    5. Ben Slimane, Karim & Chaney, Damien & Humphreys, Ashlee & Leca, Bernard, 2019. "Bringing institutional theory to marketing: Taking stock and future research directions," Journal of Business Research, Elsevier, vol. 105(C), pages 389-394.
    6. Jeannot, Florence & Dampérat, Maud & Salvador, Marielle & El Euch Maalej, Mariem & Jongmans, Eline, 2022. "Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences," Journal of Business Research, Elsevier, vol. 146(C), pages 518-539.
    7. Colmekcioglu, Nazan & Marvi, Reza & Foroudi, Pantea & Okumus, Fevzi, 2022. "Generation, susceptibility, and response regarding negativity: An in-depth analysis on negative online reviews," Journal of Business Research, Elsevier, vol. 153(C), pages 235-250.
    8. Verma, Pratima & Kumar, Vimal & Yalcin, Haydar & Daim, Tugrul, 2023. "Organizational architecture of strategic entrepreneurial firms for digital transformation: A bibliometric analysis," Technology in Society, Elsevier, vol. 75(C).
    9. Katsumata, Sotaro & Nishimoto, Akihiro & Kannan, P.K., 2023. "Brand competitiveness and resilience to exogenous shock: Usage of smartphone apps during the COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    10. Ciampi, Francesco & Faraoni, Monica & Ballerini, Jacopo & Meli, Francesco, 2022. "The co-evolutionary relationship between digitalization and organizational agility: Ongoing debates, theoretical developments and future research perspectives," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    11. Vuchkovski, Davor & Zalaznik, Maja & Mitręga, Maciej & Pfajfar, Gregor, 2023. "A look at the future of work: The digital transformation of teams from conventional to virtual," Journal of Business Research, Elsevier, vol. 163(C).
    12. Francisco Díez-Martín & Alicia Blanco-González & Camilo Prado-Román, 2021. "The intellectual structure of organizational legitimacy research: a co-citation analysis in business journals," Review of Managerial Science, Springer, vol. 15(4), pages 1007-1043, May.
    13. Santos, Susana C. & Liguori, Eric W. & Garvey, Erin, 2023. "How digitalization reinvented entrepreneurial resilience during COVID-19," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    14. Asterios Stroumpoulis & Evangelia Kopanaki, 2022. "Theoretical Perspectives on Sustainable Supply Chain Management and Digital Transformation: A Literature Review and a Conceptual Framework," Sustainability, MDPI, vol. 14(8), pages 1-30, April.
    15. Shijiao Chen & Jing A. Zhang & Hongzhi Gao & Zhilin Yang & Damien Mather, 2022. "Trust Erosion During Industry-Wide Crises: The Central Role of Consumer Legitimacy Judgement," Journal of Business Ethics, Springer, vol. 175(1), pages 95-116, January.
    16. Mishra, Deepa Bhatt & Haider, Imran & Gunasekaran, Angappa & Sakib, Md. Nazmus & Malik, Nishtha & Rana, Nripendra P., 2023. "“Better together”: Right blend of business strategy and digital transformation strategies," International Journal of Production Economics, Elsevier, vol. 266(C).
    17. Evangelos Katsamakas, 2022. "Digital Transformation and Sustainable Business Models," Sustainability, MDPI, vol. 14(11), pages 1-5, May.
    18. Caputo, Francesco & Cillo, Valentina & Fiano, Fabio & Pironti, Marco & Romano, Marco, 2023. "Building T-shaped professionals for mastering digital transformation," Journal of Business Research, Elsevier, vol. 154(C).
    19. Irene Bertschek & Joern Block & Alexander S. Kritikos & Caroline Stiel, 2024. "German financial state aid during Covid-19 pandemic: Higher impact among digitalized self-employed," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 36(1-2), pages 76-97, January.
    20. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:ijmark:v:2023:y:2023:i:3:d:10.1007_s43039-023-00070-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.