Prior reviews of phygital and related topics
| Author(s) | Topic | Customer experience | Service employee experience | Value creation | Value destruction | Reality-virtuality continuum |
|---|---|---|---|---|---|---|
| Augmented reality marketing | Y | |||||
| Mishra et al. (2021) | Omnichannel retailing | Y | Y* | |||
| Dhaigude and Mohan (2023) | CX in social commerce | Y | Y | |||
| Del Vecchio et al. (2023) | Phygital | Y | Y | |||
| Daling and Schlittmeier (2024) | AR, VR, MR in employee training | Y | Y | Y | ||
| Ghesh, et al. (2024) | Artificial intelligence and CX in tourism | Y | Y | |||
| Gohoungodji et al. (2023) | Successful telework | Y | Y | |||
| Kacprzak and Hensel (2023) | Online CX | Y | Y | |||
| Lo et al. (2024) | Phygital | Y | Y | Y | ||
| Mele et al. (2023) | Phygital | Y | Y | |||
| Mele and Russo-Spena (2025) | Customer journey | Y | Y | Y | ||
| Kim et al. (2025) | Hybrid work and employee engagement | Y | ||||
| Roederer, et al. (2026) | Phygital financial services | Y | Y | Y | ||
| Current review | Phygital | Y | Y | Y | Y | Y |
| Author(s) | Topic | Customer experience | Service employee experience | Value creation | Value destruction | Reality-virtuality continuum |
|---|---|---|---|---|---|---|
| Augmented reality marketing | Y | |||||
| Omnichannel retailing | Y | Y* | ||||
| Y | Y | |||||
| Phygital | Y | Y | ||||
| AR, VR, | Y | Y | Y | |||
| Artificial intelligence and | Y | Y | ||||
| Successful telework | Y | Y | ||||
| Online | Y | Y | ||||
| Phygital | Y | Y | Y | |||
| Phygital | Y | Y | ||||
| Customer journey | Y | Y | Y | |||
| Hybrid work and employee engagement | Y | |||||
| Phygital financial services | Y | Y | Y | |||
| Current review | Phygital | Y | Y | Y | Y | Y |
CX – customer experience. *Only considers one employee study
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