Shifting to phygital experience management with design science: A six-step method to manage customer journeys
Jacob, Florence; Pez, Virginie; Volle, Pierre (2021), Shifting to phygital experience management with design science: A six-step method to manage customer journeys, Journal of Strategic Marketing. 10.1080/0965254X.2021.2016894
Type
Article accepté pour publication ou publiéDate
2021Journal name
Journal of Strategic MarketingPublisher
Taylor & Francis
Publication identifier
Metadata
Show full item recordAuthor(s)
Jacob, FlorenceIAE de Nantes
Pez, Virginie
Laboratoire de recherche en sciences de gestion Panthéon-Assas [LARGEPA]
Volle, Pierre
Dauphine Recherches en Management [DRM]
Abstract (EN)
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.Subjects / Keywords
Customer experience management; marketing capabilities; design science research methodology (DSRM); phygital customer experienceJEL
M31 - MarketingRelated items
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Jacob, Florence; Pez, Virginie; Volle, Pierre (2022) Article accepté pour publication ou publié
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Jacob, Florence; Volle, Pierre (2015) Communication / Conférence
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Pez, Virginie; Volle, Pierre (2010) Communication / Conférence