Advanced search
Publication Cover
Journal of Strategic Marketing Latest Articles
Submit an article Journal homepage
2,989
Views
7
CrossRef citations to date
0
Altmetric
Research Article

What does phygital really mean? A conceptual introduction to the phygital customer experience (PH-CX) framework

Wided BatatEM Normandie Business School, Metis Lab & University of Lyon 2, Paris, FranceCorrespondence[email protected]
Received 15 Mar 2022, Accepted 23 Mar 2022, Published online: 05 Apr 2022

Citations (7)

Keep up to date with the latest research on this topic with citation updates for this article.

Subscribe to citation updates

Read on this site (2)

Wided Batat. (2023) The pursuit of luxury or luxuries? A framework of the past, present, and future of luxury research. Consumption Markets & Culture 26:2, pages 103-116.
Read now
Wided Batat. (2022) Why is the traditional marketing mix dead? Towards the “experiential marketing mix” (7E), a strategic framework for business experience design in the phygital age. Journal of Strategic Marketing 0:0, pages 1-13.
Read now

Articles from other publishers (5)

Cristina Mele, Tiziana Russo Spena, Marialuiza Marzullo & Irene Di Bernardo. (2023) The phygital transformation: a systematic review and a research agenda. Italian Journal of Marketing 2023:3, pages 323-349.
Crossref
Wided Batat. (2023) Experiential research as a methodological framework for studying consumer behaviors in phygital settings. Qualitative Market Research: An International Journal.
Crossref
Prashant Kumar. (2022) Luxury consumption amidst the COVID-19 pandemic. Marketing Intelligence & Planning 41:1, pages 62-82.
Crossref
Wided Batat & Wafa Hammedi. (2022) The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda. Journal of Service Management 34:1, pages 10-33.
Crossref
Ahmet Tuğrul Tuğer. 2022. Implementing Automation Initiatives in Companies to Create Better-Connected Experiences. Implementing Automation Initiatives in Companies to Create Better-Connected Experiences 61 90 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.