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Shifting to phygital experience management with design science: a six-step method to manage customer journeys

Author

Listed:
  • Florence Jacob

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Virginie Pez

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • Pierre Volle

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

This research addresses the issue of phygital customer journey management by proposing a conceptual framework. The framework allows for the development of an artifact in the form of a six-step method accompanied by an experiential blueprint. To do so, a methodology taken from design science is applied. The research highlights new customer journey management capabilities and contributes to the theory of marketing capabilities, viewing the alignment of company and customer resources as a central issue in experience management. As one of the first to use the design science research methodology (DRSM) in the field of marketing, this research also contributes to the renewal of the methodologies used by both practitioners and researchers.

Suggested Citation

  • 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.
    • Handle: RePEc:hal:journl:hal-03591264
    DOI: 10.1080/0965254X.2021.2016894
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    Cited by:

    1. 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.

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