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Article Dans Une Revue Journal of Strategic Marketing Année : 2021

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

Résumé

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.
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Dates et versions

hal-03591264 , version 1 (28-02-2022)

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Citer

Florence Jacob, Virginie Pez, Pierre Volle. Shifting to phygital experience management with design science: a six-step method to manage customer journeys. Journal of Strategic Marketing, 2021, 31 (5), pp.961-982. ⟨10.1080/0965254X.2021.2016894⟩. ⟨hal-03591264⟩
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