فهرست نشریات علمی دسترسی آزاد ایران

The aim of this study is to explore the "Phygital Customer Journey," a concept that integrates physical and digital interactions within the customer experience. Adopting a qualitative analysis approach, this research unveils the underlying dynamics of these hybrid encounters (the integration of physical and digital experiences). Data obtained from 25 participants provided the basis for this qualitative analysis. Participants articulated their customer journeys through in-depth interviews, providing a foundation for journey mapping. This strategy allowed for a rigorous exploration of the phygital customer journey, focusing on the lived experiences and perceptions of customers. This study presents an integrated framework for the phygital customer journey and identifies four key elements: Hybrid Artifacts (the blending of digital and physical tools/interfaces), Blended Contexts (the seamless integration of digital and physical spaces), Cyclical Actions (non-linear paths of customer engagement), and Intertwined Emotions (complex emotional responses to phygital experiences). These elements underscore the complex and interconnected nature of the phygital customer journey. By employing a qualitative approach to unravel the complexities of the phygital customer journey, this study advances the field and elucidates the nuanced interplay between the digital and physical realms. This approach highlights the importance of "practices" in consumer experiences, thereby contributing to a deeper academic and practical understanding of phygital integration