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September 10, 2025European Journal of Innovation Management

Discovering the phygital customer experience: which digital technologies influence leading companies’ processes?

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Authors

DBDomenica BarileLibera Università Maria SS. AssuntaGSGiustina SecundoLibera Università Maria SS. AssuntaPVPasquale Del VecchioLuminex (United States)

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Overview

Qualitative multi-case study analyzes digital technologies' impact on customer experience, suggesting enhancements in retail and tourism sectors.

Key Points

  • The study reveals how phygital technologies improve customer experiences at different stages.
  • A proposed framework outlines the customer experience cycle, linking phygital technologies to strategic processes.
  • Qualitative multi-case study examined 19 companies, highlighting sector-specific insights for enhancing customer journeys.
  • Integrating phygital concepts shows promise for both technological innovation and managerial strategies in diverse industries.

Cite This Study

Barile et al. (2025) studied this question.

synapsesocial.com/papers/68c199da9b7b07f3a061af3fhttps://doi.org/10.1108/ejim-08-2024-0887
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Also Consider

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  4. 4Balancing Human Interaction and System Digitization in the Phygital Ecosystem: A Metasynthesis Study2026 · 2 citations
  5. 5From Shelves to Screens: Conceptualizing Phygital Retailing in Supermarkets through the S-O-R Framework2025