PHYGITAL PATHWAY IN RETAIL INDUSTRY: A SYSTEMATIC LITERATURE REVIEW AND BIBLIOMETRIC ANALYSIS ON KEY DRIVERS OF CONSUMER PURCHASING BEHAVIOUR

Abstract

This research presents a systematic literature review and bibliometric analysis of the flow of physical marketing (physical+digital) from 2018 to 2025. This article presents the results of an analysis of 38 peer-reviewed articles using the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) to investigate what are the key drivers that affect consumer purchasing behaviour through phygital services and what are the main topics and trends in this research area. The analysis indicates rapid research production, especially after an upsurge in COVID-19, and the most prominent areas of focus are the study of customer experience, digital transformation, omnichannel approaches, and the use of technology. The research results show that developed markets are the most physically deployed, and emerging economies are struggling with infrastructure-related deployment and adoption. Examples of new trends include the use of AI to incorporate personalisation, sustainability, and the metaverse. The review provides insight into the concept of retail transformation and hybrid consumer experiences and has theoretical implications as well as practical implications for researchers, marketers, and practitioners in developed and emerging markets.