Human-centric experience in phygital retail: a sentiment-based comparison of hybrid and traditional touchpoints

Danielle Lecointre-Erickson (), Safaa Adil, Laeeq Khan (), Koffi Selom Agbokanzo (), Mirna Bassily () and Sourou Meatchi ()
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Danielle Lecointre-Erickson: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement, UA - Université d'Angers
Safaa Adil: ESSCA School of Management
Laeeq Khan: Ohio University
Koffi Selom Agbokanzo: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université
Mirna Bassily: UCO - Université Catholique de l'Ouest
Sourou Meatchi: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: Consumers are increasingly seeking seamless shopping experiences that integrate physical and digital touchpoints, leading to the rise of phygital retail environments. However, how consumers perceive and evaluate experience dimensions in phygital versus traditional retail settings remains underexplored. This study aims to decode consumer perceptions by comparing phygital and traditional retail touchpoints using sentiment and thematic analysis of Google Reviews. This study employs social data analytics, leveraging sentiment and thematic analysis of Google Reviews to compare consumer experiences across phygital and traditional retail environments. The results support distinct experience dimensions associated with phygital and traditional retail touchpoints. In line with the phygital experience framework, interaction between the shopper and frontline sales employees is a fundamental connector in a phygital environment. The study relies on publicly available Google Reviews, which may not fully capture all aspects of consumer experiences. Future research could integrate survey-based data or experimental studies to validate findings. Additionally, the study primarily focuses on sentiment and thematic analysis, leaving room for deeper predictive modeling of consumer preferences. This study contributes to phygital retailing literature by offering a comparative sentiment-based perspective on consumer experiences in phygital and traditional retail environments. It is the first to decode consumer perceptions through Google Reviews using sentiment and thematic analysis. This research provides actionable insights for retail managers seeking to optimize both digital and physical touchpoints.

Keywords: Perceptions; Customer experience; E-WOM; Retail; Servicescape (search for similar items in EconPapers)
Date: 2026
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Published in Journal of Services Marketing, In press

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05591572

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