Conceptualizing a Business Model Typology of Phygital Customer Experience to Build and Manage Phygital Ecosystems

This study develops a typology of Phygital Customer Experience (PH-CX) business models that integrate digital and physical interactions to enhance value creation and stakeholder engagement. Drawing on the experience economy, experiential value frameworks, and business model configuration theory, the proposed typology delineates four experiential domains—escapist, esthetic, educational, and entertainment—mapped along the dimensions of digitalization and physicalization. By examining 33 global cases (2020–2025) in various sectors, the study extends business model innovation literature by conceptualizing experiential modules as dynamic, recombinatory elements. Central mechanisms include interaction and touchpoint design, iterative testing, and scalable monetization, which drive sustained engagement and multi-stakeholder value. The research links firm-level strategy with customer and societal experience through a human-centric, participatory lens, contributing to responsible innovation and digital transformation for inclusive and sustainable outcomes.