Phygital Service Experiences: Redefining Consumer Journeys in Hybrid Ecosystems

Call for Papers
Phygital Service Experiences: Redefining Consumer Journeys in Hybrid Ecosystems
Journal: The Service Industries Journal
Publisher: Taylor & Francis
Submission Deadline: 30 June 2026

Overview
This special issue explores how physical and digital service elements combine to shape “phygital” customer experiences. It examines how hybrid ecosystems are changing service design, customer journeys, and value creation across sectors such as retail, hospitality, healthcare, tourism, education, and public services. The issue also highlights challenges around trust, authenticity, accessibility, personalization, and consumer well-being.

Detailed Scope
The call welcomes conceptual, empirical, and mixed-method work on phygital service experiences, multisensory design, AR/VR/MR/AI/IoT-enabled service interactions, consumer adaptation to hybrid touchpoints, and the effects of phygital journeys on memory, attachment, and satisfaction. It also invites research on ethical and managerial implications, inclusivity, resistance, service quality, and sector-specific applications. The special issue encourages interdisciplinary work and studies that bridge theory and practice.

Submission Information
Manuscripts must be original, not published elsewhere, and not under review by another outlet. Authors should follow the journal’s formatting and referencing guidelines and include a cover letter indicating the special issue title. The submission window runs from 1 May 2026 to 30 June 2026, and the tentative publication date is early 2027.

Guest Editors

• Muhammad Ishtiaq Ishaq — De Vinci Higher Education, De Vinci Research Center, France.

• Ali Raza — Excelia Business School, CERIIM, France.

• Quart-ul-Ain Talpur — Paris School of Business, France.

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