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April 10, 2026Spanish Journal of Marketing - ESICOpen Access

Phygital marketing: transforming engagement and satisfaction of the Indian digital natives

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Authors

ALAnchal LuthraAmity UniversitySDShivani DixitRocky Vista UniversityASAnamica SinghAmity University

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Overview

Quantitative analysis shows phygital marketing boosts satisfaction in tech-savvy travelers, suggesting new strategies for growth.

Key Points

  • The study aims to explore how phygital marketing strategies influence customer engagement and satisfaction in the Indian tourism sector.
  • Quantitative research design
  • Data collected from 350 respondents
  • Used purposive and snowball sampling
  • Analyzed data using PLS-SEM
  • Significant positive relationship found between phygital marketing and customer engagement
  • Customer engagement significantly mediates the relationship between phygital marketing and satisfaction
  • AR/VR technologies enhance customer loyalty and satisfaction through personalized marketing strategies

Cite This Study

Luthra et al. (2026) studied this question.

synapsesocial.com/papers/69d8940c6c1944d70ce050c1https://doi.org/10.1108/sjme-07-2024-0204
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Is phygital the new normal? A literature review of the evolution of services marketing2026 · 2 citations
  2. 2Discovering the phygital customer experience: which digital technologies influence leading companies’ processes?2025 · 9 citations
  3. 3Augmented Reality Advertisements within the Realm of Phygital Marketing: Case Studies of Advertising Examples2024 · 3 citations
  4. 4PHYGITAL MARKETING AND VISITOR EXPERIENCE MANAGEMENT IN URBAN CULTURAL TOURISM: EVIDENCE AND POLICY IMPLICATIONS FROM HO CHI MINH CITY2026
  5. 5PHYGITAL MARKETING AND VISITOR EXPERIENCE MANAGEMENT IN URBAN CULTURAL TOURISM: EVIDENCE AND POLICY IMPLICATIONS FROM HO CHI MINH CITY2026