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Keywords: Phygital retail
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Journal Articles
Is phygital the new normal? A literature review of the evolution of services marketing
Available to PurchaseAna 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.
Published: 18 June 2026
... 2025 11 12 2025 28 01 2026 25 03 2026 30 05 2026 02 06 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Review Semantic analysis Phygital Experiential marketing Phygital customer experience Phygital retail...
Includes: Supplementary data
