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Journal Articles

Is phygital the new normal? A literature review of the evolution of services marketing

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Ana Brochado, Svetlana De Vos, Bora Qesja, Samaneh Soleimani, Sarah Renee Brodhead Ahmadi, Kay-Anne Haykal, Gediminas Lipnickas, Joanne Harris, Sally Rao Hill
Journal: Journal of Services Marketing
Journal of Services Marketing 1–20.
https://doi.org/10.1108/JSM-09-2025-0709
Published: 18 June 2026
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Includes: Supplementary data
Journal Articles

Enhancing phygital employee experience in high-involvement professional service organizations

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Svetlana De Vos, Kay-Anne Haykal, Bora Qesja, Samaneh Soleimani, Joanne Harris, Gediminas Lipnickas, Sarah Renee Brodhead Ahmadi, Ana Brochado, Sally Rao Hill, Sandro Rajic
Journal: Journal of Services Marketing
Journal of Services Marketing 1–23.
https://doi.org/10.1108/JSM-09-2025-0707
Published: 20 April 2026
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