Meta-Synthesis of the Phygital Customer Experience in Retail Stores

Lotfi, Hamed; Mohammadian, Mahmoud; Dehdashti Shahrokh, Zohreh; Nasehifar, Vahid

doi:10.22054/natm.2026.88174.1032

Meta-Synthesis of the Phygital Customer Experience in Retail Stores

Articles in Press

Document Type : Original Article

Authors

Hamed Lotfi ¹

mahmoud mohammadian ²

Zohreh Dehdashti Shahrokh ³

Vahid Nasehifar ³

¹ PhD Student in Allameh Tabata&amp;amp;amp;#039;i University

² Associated Professor of Business Administration Department, Faculty of Management and Accounting, Allameh Tabataba’I University, Iran

³ Professor of Business Administration Department, Faculty of Management and Accounting, Allameh Tabataba’I University, Iran

10.22054/natm.2026.88174.1032

Abstract

This study aims to conduct a meta-synthesis of the phygital customer experience in retail stores in order to identify the dimensions and components of the phygital customer experience. Using a meta-synthesis method, After removing duplicate articles and screening articles by reviewing titles, abstracts, and full contents of the articles, 41 credible articles published between 2019 and 2025 (CE) and 1399 and 1404 (SH) were extracted from authentic databases with keywords related to the phygital customer experience. Data analysis involved open, axial, and selective coding, leading to the identification of key components. Findings reveal the phygital experience structure, including antecedents (phygital technologies and channel integration), phygital customer journey (pre-purchase, purchase, and post-purchase), dimensions of the phygital customer experience (emotional, cognitive, sensory, social, and symbolic), and outcomes (behavioral, social, and economic). The study highlights that integrating online and offline channels and leveraging smart technologies creates an enjoyable and efficient customer experience, leading to significant behavioral, social, and economic benefits for retail stores.

Keywords

Phygital customer experience

Phygital customer journey

Phygital retailing

Phygital experience