The Phygital Paradox: Navigating the Intersection of Digital and Physical in the Indian Hospitality Industry

Abstract

In the era of Artificial Intelligence, everything is navigating from physical to digital making it significant to study the significance of the Phygital Paradox. This study intends to investigate and validate phygital marketing and its dimensions to assess the influence of phygital marketing on the customer experience in the Indian hospitality industry. The study adopted online and offline questionnaires for data collection. The hotel’s managers and the hotel’s guests provided a total of 86% responses, which were then compiled using a convenience sampling technique. The hypothesis was examined using the structural equation modelling approach. The results confirmed a significant impact of phygital marketing on customer experience. The findings guide hospitality industry managers to use the phygital marketing approach to enhance customer experience. The connection between phygital marketing and customer experience gives managers a comprehensive and structured approach to improving customer experiences. Advancing from existing marketing and customer experience literature, this study contributes to the phygital marketing and customer experience literature in the hospitality industry context by empirically testing the relationship between phygital marketing and customer experience and developing a phygital marketing and customer experience framework (PM-CX). This study would be beneficial for market practitioners and hospitality sector managers to elevate customer experiences.

Keywords: Phygital Marketing, Physical Marketing, Digital Marketing, Customer Experience, Hospitality Industry

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