Call for paper: Phygital Service Research (PSR) for Positive Marketplace Experiences: Integrating Physical and Digital Realms with Human-Centric Approaches

Phygital Service Research (PSR) for Positive Marketplace Experiences: Integrating Physical and Digital Realms with Human-Centric Approaches

The digital revolution has introduced “phygital” spaces, blending physical and digital elements to create unique consumer experiences. This has led to the “phygital research paradigm” (Batat, 2024), which studies consumer behaviors and experiences in these hybrid environments. It is closely linked to service research, providing a framework for understanding service delivery and consumption in blended spaces. By focusing on all stakeholders in the service ecosystem, this paradigm aims for positive impacts at individual, community, and environmental levels.

There is growing interest in phygital service research for human-centricity and positive impact, addressing questions like: How can we design human-centric experiences through phygital services? How can we enhance service access, quality, and productivity through phygital integration? How can we blend physical and digital services for positive individual, environmental, and social impacts? PSR represents a holistic approach to positive business models that connect physical and digital realms by placing humans at the center. It goes beyond traditional service measures like quality, satisfaction, and loyalty, fundamentally transforming service providers’ strategies and mindsets for positive outcomes and sustainable growth. PSR aims to be inclusive of diverse disciplines, methods, and units of analysis, focusing on successful technology integration and a holistic human-centric approach for positive impact.

List of Topic Areas

Exploring how to design service experiences that prioritize human needs and behaviors in blended physical and digital environments.
Investigating how services are delivered and consumed in phygital spaces and the impact on customer satisfaction and loyalty.
Examining the role of immersive technologies (e.g., VR, AR) in enhancing consumer experiences and the balance between technology and human-centricity in the service field.
Analyzing how phygital services can contribute to positive outcomes for communities and the environment.
Exploring the unique behaviors and paradoxical actions of consumers in hybrid phygital service settings.
Promoting methodological diversity and triangulation in studying phygital phenomena in service research.
Understanding the role of various stakeholders in the service ecosystem and their impact on service delivery and consumption in the phygital realm.
Exploring strategies for service providers to leverage phygital integration for a competitive edge.
Investigating how phygital services can improve the quality of life for individuals, including consumers, employees, and other stakeholders.
Identifying emerging trends and innovations in the field of phygital services and their potential impact on service research and practice.

Submissions Information

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