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 Group
Manuscript Deadline: 30 June 2026

About the Special Issue

This Special Issue explores the emergence of phygital service experiences, where physical and digital elements converge to reshape consumer journeys across hybrid ecosystems. Across sectors such as retail, hospitality, healthcare, education, and public services, technologies including Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), and the Internet of Things (IoT) are transforming service delivery, personalization, and value creation.

The issue seeks theoretical, empirical, and interdisciplinary contributions that advance understanding of consumer experiences, organizational challenges, ethical considerations, and technological innovations within increasingly integrated physical-digital service environments.

Topics of Interest

Submissions may address, but are not limited to:

• Conceptual foundations and frameworks for phygital service experiences

• Hybrid service integration and customer decision-making

• Multisensory design and consumer experiences in phygital services

• The role of AR, VR, MR, AI, and IoT in service quality and value creation

• Consumer adaptation to fragmented hybrid touchpoints

• Trust, authenticity, and presence in digitally mediated interactions

• Inclusivity, accessibility, and ethics in phygital services

• Personalization and its managerial and ethical implications

• Effects of phygital experiences on memory, brand attachment, and satisfaction

• Organizational challenges in implementing phygital services

• Sector-specific studies in retail, healthcare, education, tourism, hospitality, and public services

• Consumer resistance, skepticism, and well-being in hybrid environments

• Comparative perspectives on mass-market versus premium/luxury phygital services

• Methodological approaches including experiments, field studies, and digital ethnographies

Submission Guidelines

• Manuscripts should clearly articulate their theoretical and practical contributions to service research.

• Submissions must be original and not under consideration elsewhere.

• Conceptual, empirical, mixed-method, and interdisciplinary studies are welcome.

• Authors should prepare manuscripts according to The Service Industries Journal author guidelines.

• A cover letter indicating submission to the special issue "Phygital Service Experiences: Redefining Consumer Journeys in Hybrid Ecosystems" should accompany the manuscript.

Important Dates

• Submission Window: 1 May 2026 – 30 June 2026

• Tentative Publication: Early 2027

Special Issue 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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