Figure 1.
A conceptual model links phygital marketing, customer engagement, and customer satisfaction, with engagement dimensions listed and multiple hypothesised relationships.The model presents three main elements phygital marketing on the left, customer engagement in the centre, and customer satisfaction on the right. A direct path labelled H 1 connects phygital marketing to customer satisfaction. Two paths labelled H 2 and H 3 connect phygital marketing to customer engagement and customer engagement to customer satisfaction. Above customer engagement, a bracket labelled H 4 connects to a list of dimensions, including identification, enthusiasm, attention, absorption, and interaction. Arrows indicate directional relationships among all elements.

Conceptual framework

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