The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement
Abstract
Purpose This paper aims to focus on how companies shape the architecture of a phygital customer journey through the exploitation of smart technologies. Design/methodology/approach The research adopts a qualitative method using a grounded theory approach involving leading players in digital customer solutions and service providers from different industries. Findings The shaping of the architecture of the phygital customer journey comes from the...
Paper Details
Title
The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement
Published Date
Nov 17, 2021
Volume
56
Issue
1
Pages
72 - 91
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