Phygital customer experience in healthcare: the role of market-focused flexibility

This study explores how phygital capability and market-focused flexibility impact experience quality in the Indian healthcare market. This study is based on semi-structured interviews (n = 20) and survey data (n = 310) of public healthcare professionals in the Indian market. Qualitative findings were integrated with relevant literature to develop a comprehensive framework. A subsequent study used Partial Least Squares Structural Equation Modeling (PLS-SEM) to quantitatively evaluate the relationships in the proposed model. The qualitative analysis identified four key aspects of phygital capability in healthcare: Data integration, Customer engagement, Operational efficiency, and Clinical decision support. The empirical results showed that phygital capability, as a higher-order factor, significantly influences market-focused flexibility, which, in turn, enhances customer experience quality. This research offers valuable insights for healthcare administrators and marketers on how to develop and effectively use phygital capabilities and flexible strategies to improve patient outcomes in the Indian market. This mixed-methods approach provides a comprehensive understanding of the underlying mechanisms linking phygital capability, market-focused flexibility, and customer experience quality” after the line “ A subsequent study used Partial Least Squares Structural Equation Modeling (PLS-SEM) to quantitatively evaluate the relationships in the proposed model.