La Phygitalisation de L’expérience Client : Une approche qualitative

Abstract

Since the advent of the internet, many companies have developed sales and communication strategies that combine the digital and physical worlds of what is called phygital. Our research aims to study the phygital customer experience within the company "Temtem" which offers a private transport service in Algeria. To reach our goal a netnographic study was conducted, we proceeded to elicit 72 reviews published by the customers of the company Temtem on their Facebook page. Then a thematic analysis of the content was operated in order to reorganize the verbatim texts in different themes. The results reveal that the phygital customer experience is influenced by the ergonomics of the site, the innovation in the services offered as well as the social interaction and that their experience has a significant effect on satisfaction, loyalty and the consumer recommendation intent.