Action readiness as a means of stimulating behavioral engagement throughout the phygital customer journey

Purpose The purpose of the present investigation is to illuminate the role of action readiness in promoting behavioral engagement throughout the phygital customer journey. Action readiness is a motivational state that orients people toward behavioral tendencies that allow them to change or maintain their relationships with the environment. Design/methodology/approach Using a creative synthesis approach, this paper reviews interdisciplinary literatures related to action readiness, phygitality and behavioral engagement, presents insights synthesized from across them, and develops a conceptual model to explain how action readiness can be leveraged by practitioners to stimulate behavioral engagement throughout the phygital customer journey. Findings Action readiness in relation to phygitality entails being prepared for seamless interaction across digital and physical touchpoints. Action readiness can be increased through emotional, cognitive, social and behavioral antecedents, which practitioners could use in different combinations and sequences, based on their industry and offerings. Practitioners also can use the antecedents that best respond to customers’ needs, thereby creating customer journeys that are personalized. While fostering action readiness has the potential to create cycles of sustained behavioral engagement, it also carries risks, such as increased willingness to interact with competitors’ offerings. Originality/value This paper makes a theoretical contribution by clarifying how, in phygital service contexts, action readiness can be used to influence behavioral engagement in dynamic, personalized and impactful ways. It contributes a human-centric perspective by establishing the consideration of people’s needs and motivational states as an integral part of designing and managing the phygital customer journey.