Conceptualizing a Business Model Typology of Phygital Customer Experience to Build and Manage Phygital Ecosystems
Published online on January 09, 2026
Abstract
Journal of Macromarketing, Ahead of Print.
This study develops a typology ofPhygital Customer Experience(PH-CX) business models that integrate digital and physical interactions to enhance value creation and stakeholder engagement. Drawing on the experience economy, experiential value frameworks, ...
This study develops a typology ofPhygital Customer Experience(PH-CX) business models that integrate digital and physical interactions to enhance value creation and stakeholder engagement. Drawing on the experience economy, experiential value frameworks, ...