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Keywords: Phygital customer experience
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Journal Articles
Journal:
Management Decision
Management Decision (2025) 63 (6): 2008–2037.
Published: 15 March 2023
... Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Phygital customer experience Ordinary experience Extraordinary experience Physical store Agility Flexibility Single-case study The customer experience (hereafter “CX”) is a crucial marketing concept...
