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Müşteri Deneyiminde Üçüncü Alan: Fijital Deneyim

Yıl 2025, Cilt: 27 Sayı: 2, 575 - 598, 18.06.2025

Canan Armağan , Kudret Armağan

https://doi.org/10.32709/akusosbil.1312743

Öz

İşletmeler açısından günümüz koşullarında benzersiz bir müşteri deneyimi yaratabilmek, hem çevrimiçi hem de çevrimdışı satış noktalarında hayati bir öneme sahiptir. Tek kanaldan alışveriş yapmayı kabul etmeyen günümüz müşterisi için fijital teknolojiler, fiziksel ve dijital deneyim alanlarını bütünleştiren ancak farklı özelliklere sahip yeni bir deneyim alanı oluşturmuştur. Teknolojiyle geliştirilmiş bu üçüncü deneyim alanı, müşterinin satın alma yolculuğuna değer katan ve kurumsal rekabet avantajını şekillendiren benzersiz bir ekosistem yaratmıştır. Fijital deneyimin amacı, insan-teknoloji etkileşimi yolu ile çok kanallı alışverişi mümkün kılmak, fijital teknolojiler aracılığıyla kişiselleştirilmiş bir deneyim oluşturmaktır. Bu çalışma, fijital deneyim ile ilgili güncel teknolojileri ve istatistikleri derleyerek kapsamlı bir kavramsal çerçeve oluşturarak, fijital pazarlama stratejileri geliştirmek isteyen uygulayıcılara yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

Müşteri Deneyimi Fijital Fijital Pazarlama Fijital Deneyim Fijital Teknolojiler

Kaynakça

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The Third Space in Customer Experience: Phigital Experience

Yıl 2025, Cilt: 27 Sayı: 2, 575 - 598, 18.06.2025

Canan Armağan , Kudret Armağan

https://doi.org/10.32709/akusosbil.1312743

Öz

Creating a unique customer experience is vital for businesses today, both online and offline. For today's customer who refuses to shop through a single channel, digital technologies have created a new experience space that integrates physical and digital experience spaces but has different characteristics. This third technology-enhanced experience space has created a unique ecosystem that adds value to the customer's purchase journey and shapes corporate competitive advantage. The purpose of the digital experience is to enable multi-channel shopping through human-technology interaction and to create a personalized experience through digital technologies. This study aims to help practitioners who want to develop digital marketing strategies by creating a comprehensive conceptual framework by compiling current technologies and statistics related to the digital experience.

Anahtar Kelimeler

Customer Experience Phygital Phygital Marketing Phygital Experinece Pygital Technologies

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  • Sorensen, K. (2020). Phygital- the new marketing frontier. https://www.konstructdigital.com/marketing-strategy/phygital-marketing/ (Erişim Tarihi: 20.03.2023).
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Toplam 133 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Pazarlama (Diğer)
Bölüm İktisadi ve İdari Bilimler
Yazarlar

Canan Armağan 0000-0001-5306-3409

Kudret Armağan 0000-0001-9871-157X

Yayımlanma Tarihi 18 Haziran 2025
Gönderilme Tarihi 21 Haziran 2023
Yayımlandığı Sayı Yıl 2025 Cilt: 27 Sayı: 2

Kaynak Göster

APA Armağan, C., & Armağan, K. (2025). Müşteri Deneyiminde Üçüncü Alan: Fijital Deneyim. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 27(2), 575-598. https://doi.org/10.32709/akusosbil.1312743
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