Reflections on phygital experiences: conceptual boundaries, wellbeing benefits and methodological suggestions

Purpose The purpose of this paper is to reflect on the construct of phygital experiences and provide ideas that may spur future research on phygital consumer experiences in relation to consumer well-being using qualitative research methods. Design/methodology/approach With the increase in consumers’ online and offline interactions, there is a greater need for marketers to prompt integrated consumer experiences (i.e. integrated customer experiences through online and offline interactions). The authors developed this essay based on a literature review of phygital experiences and consumer well-being. Findings This commentary provides suggestions on how to expand the conceptual boundaries of phygital experiences by examining the effects of consumer phygital experiences in relation to consumer need satisfaction, consumer happiness and benefits to the firm. The commentary also includes several methodological suggestions that can guide future qualitative research. Originality/value The value of this commentary involves insights about research methods stimulated by the current research on consumer well-being.