Table 4 Future research directions and... | Emerald Publishing

Table 4

Future research directions and questions

Research stream	Related PSR principle(s)	Future research questions
Multi-actor perspective	Human-first centricity	How do technological actors function as boundary spanners in phygital service systems, and in what ways do they simultaneously create and destroy value for customers and employees? What are the implications of substituting human frontline roles with technological actors for the phygital service experience, employee identity and customer perceptions across different service contexts (e.g. luxury vs non-luxury)? To what extent does the integration of technological actors into multi-actor teams reshape co-creation processes and how do outcomes vary across consumer types, employee roles and service settings?
Theoretical frameworks	All PSR principles	Which theories are best suited to capture the multi-actor and digital–physical complexities of phygital service experiences and how might existing domain-specific theories be integrated or extended? How can paradox theory help explain the simultaneous value co-creation and value co-destruction dynamics of phygital service experiences? How can identity theory be applied to understand how employees and consumers maintain, lose or adapt their identities in phygital service experiences and how these processes shape value co-creation?
Value creation/destruction	Phygitalisation of positive impact; poly-creation of value	How does specific discrete emotions (e.g. excitement, frustration, awe, anxiety) shape value creation and destruction for both consumers and employees in phygital service experiences? In what ways do phygital service encounters generate value asymmetries, where value creation for one actor group (e.g. consumer convenience and control) coincides with value destruction for another (e.g. employee technostress or reduced autonomy)? How does value destruction in one dimension of a phygital service experience (e.g. employee emotional exhaustion) spill over into other dimensions, such as reduced consumer–employee social connection or diminished consumer curiosity?
Value creation/destruction
Reality–virtuality continuum	Multimodal integration and continuity	How do augmented virtuality service experiences shape value co-creation between employees and customers? In what ways can phygital social enterprise models, where digital product purchases enable the creation or distribution of physical goods, enhance individual and societal wellbeing? How can the study of augmented virtuality contexts advance transformative service research by demonstrating the potential of phygital experiences to simultaneously create economic, social and wellbeing outcomes?

Research stream	Related PSR principle(s)	Future research questions
Multi-actor perspective	Human-first centricity	How do technological actors function as boundary spanners in phygital service systems, and in what ways do they simultaneously create and destroy value for customers and employees? What are the implications of substituting human frontline roles with technological actors for the phygital service experience, employee identity and customer perceptions across different service contexts (e.g. luxury vs non-luxury)? To what extent does the integration of technological actors into multi-actor teams reshape co-creation processes and how do outcomes vary across consumer types, employee roles and service settings?
Theoretical frameworks	All PSR principles	Which theories are best suited to capture the multi-actor and digital–physical complexities of phygital service experiences and how might existing domain-specific theories be integrated or extended? How can paradox theory help explain the simultaneous value co-creation and value co-destruction dynamics of phygital service experiences? How can identity theory be applied to understand how employees and consumers maintain, lose or adapt their identities in phygital service experiences and how these processes shape value co-creation?
Value creation/destruction	Phygitalisation of positive impact; poly-creation of value	How does specific discrete emotions (e.g. excitement, frustration, awe, anxiety) shape value creation and destruction for both consumers and employees in phygital service experiences? In what ways do phygital service encounters generate value asymmetries, where value creation for one actor group (e.g. consumer convenience and control) coincides with value destruction for another (e.g. employee technostress or reduced autonomy)? How does value destruction in one dimension of a phygital service experience (e.g. employee emotional exhaustion) spill over into other dimensions, such as reduced consumer–employee social connection or diminished consumer curiosity?
Value creation/destruction
Reality–virtuality continuum	Multimodal integration and continuity	How do augmented virtuality service experiences shape value co-creation between employees and customers? In what ways can phygital social enterprise models, where digital product purchases enable the creation or distribution of physical goods, enhance individual and societal wellbeing? How can the study of augmented virtuality contexts advance transformative service research by demonstrating the potential of phygital experiences to simultaneously create economic, social and wellbeing outcomes?