AI-Driven Phygitalization: Enhancing Customer and Employee Experience for Improved Well-Being in Financial Services
Published online on February 12, 2026
Abstract
Journal of Macromarketing, Ahead of Print.
Drawing on the phygital experience framework and integrated well-being dimensions, this paper conducts a systematic literature review of 75 conceptual and empirical studies across banking, insurance, and fintech. It addresses two research questions: What ...
Drawing on the phygital experience framework and integrated well-being dimensions, this paper conducts a systematic literature review of 75 conceptual and empirical studies across banking, insurance, and fintech. It addresses two research questions: What ...