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June 20, 2026Journal of Services Marketing

Is phygital the new normal? A literature review of the evolution of services marketing

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Authors

ABAna BrochadoUniversidade AbertaSVSvetlana De VosAustralian Institute of BusinessBQBora QesjaAustralian Institute of Business

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Overview

Literature review examines phygital strategies in services marketing, highlighting its evolution and future directions.

Key Points

  • This review explores the evolving role of phygital strategies in services marketing and identifies future research avenues.
  • Reviewed 105 papers from the Scopus database, published in English from January 2017 to August 2025.
  • Conducted narrative and semantic analyses on abstracts to identify key themes and concepts.
  • Phygital experiences are at the core of the literature on services marketing.
  • Research connects closely with customer journeys and is driven by technological innovations in various sectors.
  • New areas such as phygital metaverse retail and consumer well-being are being explored.

Cite This Study

Brochado et al. (2026) studied this question.

synapsesocial.com/papers/6a3631a1db0793dc1a5387d4https://doi.org/10.1108/jsm-09-2025-0709
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Also Consider

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