Abstract
Although research on respectively online and offline customer experiences (CXs) is long-established, scholarly attention in the context of phygital CXs is still in its infancy. The purpose of this empirical paper is to propose a first investigation regarding phygital CXs. The present study contributes to CX literature by investigating the typologies of CX in phygital contexts depending on the intensity of consumers’ responses and reactions to stimuli, i.e., ordinary to extraordinary experiences. From a managerial perspective, this research helps business managers and owners go beyond the CX's subjectivity and contextuality, focusing on their controlled stimuli and touchpoints to trigger the intended CX. Keywords: Phygital customer experience; ordinary experience; extraordinary experience; physical store; Try & Buy; single-case study
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
