What is Phygital Customer Experience

Omni-channel retailing integrates different contact points in social, virtual, and physical realms in customer journey. This chapter provides a framework to understand omni-channel customer behavior, first by focusing on customer journey in omni-channel retailing representing the actual step of multichannel and cross-channel retailing. To contribute to the conceptualization of omni-channel customer journey, some suggestions including customer experience with digital, social, and phygital dimensions are offered. Followingly, the critical antecedents of omni-channel customer experience are reviewed with the main theoretical models applied in the extant literature. To concretize the omni-channel consumption experience, well-structured scales of omni-channel experience are discussed. Lastly, insights for omni-channel customer journey are discussed with future research directions and managerial implications, which emphasize the importance of new approaches to omni-channel customer journey.