Shifting to phygital experience management with design science: a six-step method to manage customer journeys
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.
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Stores play a central role in a customer's journey, resulting in the enhancement of the brand-consumer relationship rather than the necessity of purchase.
“Therefore, stores play a central role in a customer's journey (Jacob et al., 2023), resulting in the enhancement of the brand-consumer relationship rather than the necessity of purchase (Pine, 2023).”
From Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective (2025) · cites this paper as Jacob et al., 2023
Phygital CX aligns a retailer's resources with those of its customers, resulting in a co-created experience.
“Perceived as a merging, holistic, and integrative multidimensional ecosystem, phygital CX aligns a retailer's resources with those of its customers, resulting in a co-created experience (Jacob et al., 2023).”
From Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective (2025) · cites this paper as Jacob et al., 2023
Informants emphasised the need to be relevant and reliable, with Browns Fashion cited as a retailer trying to evaluate which in-store technologies truly add value.
“informants emphasised the need to be relevant and reliable, with Browns Fashion cited as a retailer trying to evaluate which in-store technologies truly add value.”
From Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective (2025) · cites this paper as Jacob et al.'s (2023)
Cites
Design Science in Information Systems Research1
Hevner, A. R., March, S. T., Park, J., & Ram, S. (2004) · MIS Quarterly · doi:10.2307/25148625 · Cited by 10,707 · cited 4× · see citing works
“Progressively formalized by information systems researchers starting in the 2000s (Hevner et al., 2004; Peffers et al., 2007), DSRM is suitable for research that aims to find an appropriate new solution to a problem as opposed to traditional methods that basically aim to describe the world as it is…”
BackgroundInfluentialA Design Science Research Methodology for Information Systems Research
Peffers, K., Tuunanen, T., Rothenberger, M. A., & Chatterjee, S. (2007) · Journal of Management Information Systems · doi:10.2753/mis0742-1222240302 · Cited by 7,832 · cited 2× · see citing works
“Progressively formalized by information systems researchers starting in the 2000s (Hevner et al., 2004; Peffers et al., 2007), DSRM is suitable for research that aims to find an appropriate new solution to a problem as opposed to traditional methods that basically aim to describe the world as it is…”
BackgroundUnderstanding customer experience throughout the customer journey
Lemon, K. N., & Verhoef, P. C. (2016) · Journal of Marketing · doi:10.1509/jm.15.0420 · Cited by 5,765 · see citing works
How dynamics, management, and governance of resource deployments influence firm‐level performance
Kor, Y. Y., & Mahoney, J. T. (2005) · Strategic Management Journal · doi:10.1002/smj.459 · Cited by 497 · see citing works
Understanding customer journey from the lenses of complexity theory
Varnali, K. (2019) · The Service Industries Journal · doi:10.1080/02642069.2018.1445725 · Cited by 64 · see citing works
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Alexander, B., & Varley, R. (2025) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.104108 · Cited by 87 · see citing works
- Authors
- Jacob, F., Pez, V., & Volle, P.
- Affiliations
- Lemna Research Department, Université de Nantes, Nantes, France
- LARGEPA Research Department, Université Paris II Panthéon-Assas, Paris, France
- Ermes, Drm, Cnrs, Université Paris-Dauphine, PSL Research University, Paris, France
- Venue
- Journal of Strategic Marketing
- Publisher
- Informa UK Limited
- Published
- 2021-12-16
- Volume
- 31
- Issue
- 5
- Pages
- 961-982
- ISSN
- 0965-254X
- 1466-4488
- Cited by
- 42
- References
- 5
- Language
- en
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