Shifting to phygital experience management with design science: a six-step method to manage customer journeys

Florence Jacob (), Virginie Pez () and Pierre Volle ()
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Florence Jacob: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes
Virginie Pez: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research addresses the issue of phygital customer journey management by proposing a conceptual framework. The framework allows for the development of an artifact in the form of a six-step method accompanied by an experiential blueprint. To do so, a methodology taken from design science is applied. The research highlights new customer journey management capabilities and contributes to the theory of marketing capabilities, viewing the alignment of company and customer resources as a central issue in experience management. As one of the first to use the design science research methodology (DRSM) in the field of marketing, this research also contributes to the renewal of the methodologies used by both practitioners and researchers.

Keywords: Customer experience management; marketing capabilities; design science research methodology (DSRM); phygital customer experience (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

Published in Journal of Strategic Marketing, 2021, 31 (5), pp.961-982. ⟨10.1080/0965254X.2021.2016894⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03591264

DOI: 10.1080/0965254X.2021.2016894

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