Exploring the Perceptions of customers: The Impact of Phygital Retailing on Customer Satisfaction in the Retail Industry

Abstract

This study aims to investigate customer perceptions of phygital retailing's impact on satisfaction in the retail industry, given the growing interest in combining physical and digital elements to enhance the customer experience. Utilizing a descriptive research method with a sample of 420 participants selected through stratified random sampling, both primary (surveys and interviews) and secondary data collection methods are employed. The findings reveal significant associations between satisfaction, education, and occupation. A majority of respondents expressed satisfaction with physical retailing, favoring mobile apps and virtual reality as valuable technologies. Personalization and convenience emerged as key satisfaction factors, guiding retailers to tailor strategies to educational and occupational demographics, prioritize personalization, convenience, and technology integration for improved customer satisfaction.