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Phygital customer journey: a practice-based approach

Mele, Cristina, Di Bernardo, Irene, Ranieri, Angelo, Russo Spena, Tiziana·2024·Qualitative Market Research: An International Journal
DOI 10.1108/qmr-08-2023-0102
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Abstract

Purpose: The study aims to delve into the “phygital customer journey” (PCJ), which merges physical and digital interactions in customer experiences, using a practice-based lens to reveal the underlying dynamics of these blended encounters. Design/methodology/approach: Feedback from 60 individuals established the groundwork for a qualitative analysis. They chronicled customer journeys through diaries and used UXPressia software for journey mapping. This strategy enabled a detailed exploration of the PCJ, focusing on customers’ lived experiences and perceptions. Findings: The study presents an integrative framework for the PCJ, identifying four key elements: hybrid artefacts (the melding of digital and physical tools/interfaces), blended contexts (the seamless integration of digital and physical spaces), circular actions (the non-linear paths of customer engagement) and intertwined emotions (the complex emotional responses to phygital experiences). These elements underscore the intricate and interconnected nature of the PCJ. Originality/value: This study advances the field by applying a practice-based approach to unravel the complexities of the PCJ, illuminating the nuanced interplay between digital and physical realms. This innovative lens foregrounds the significance of practices in consumer experiences, thereby contributing to a deeper academic and practical understanding of phygital integration.

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Metadata

Authors
Mele, C., Di Bernardo, I., Ranieri, A., & Russo Spena, T.
Affiliations
University of Naples Federico II (IT)
ORCID
Venue
Qualitative Market Research: An International Journal
Publisher
Emerald
Published
2024-05-07
Volume
27
Issue
3
Pages
388-412
ISSN
1352-2752 (ISSN-L)
DOI
10.1108/qmr-08-2023-0102
OpenAlex
W4396610954
Cited by
53
References
0
Citations by year
2026: 32 · 2025: 18 · 2024: 3
FWCI
24.42
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
Qualitative Market Research An International Journal (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Digital Innovation in Industries
  • Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
Keywords
customer experience, practice-oriented approach, journey mapping

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CoChat. (2026). Citation check: Phygital customer journey: a practice-based approach. https://app.cochat.ai/papers/10.1108/qmr-08-2023-0102
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Mele, C., Di Bernardo, I., Ranieri, A., & Russo Spena, T. (2024). Phygital customer journey: a practice-based approach. Qualitative Market Research: An International Journal. https://doi.org/10.1108/qmr-08-2023-0102