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Phygital and customer experience: A netnographic analysis of the automotive sector in Morocco

Author

Listed:
  • Maroua El Bouyahyaoui Idrissi

    (LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris], LERSEM - Laboratoire d’Études et de Recherches en Sciences Economique et de Management - Ecole nationale de commerce et de gestion - UCD - Université Chouaib Doukkali)

  • Marine Le Gall-Ely

    (LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris])

  • Mustapha El Koraichi

    (LERSEM - Laboratoire d’Études et de Recherches en Sciences Economique et de Management - Ecole nationale de commerce et de gestion - UCD - Université Chouaib Doukkali)

  • Hanaa El Bayed Sakkali

    (LERSEM - Laboratoire d’Études et de Recherches en Sciences Economique et de Management - Ecole nationale de commerce et de gestion - UCD - Université Chouaib Doukkali)

Abstract

In order to enhance customer experience, retailers implemented digital tools in physical stores, which created "phygital". As Fiat Chrysler Automobiles has launched the first automotive phygital showroom in Morocco, this research investigates online customers' reactions based on netnography and thematic analysis. Results highlighted five themes that were discussed using experiential marketing theory. Findings revealed that the integration of digital tools enhanced consumers' autonomy, managers' storytelling increased consumer's engagement, and the showroom was perceived as a national progress in innovation. However, online enthusiasm and engagement did not translate to real life actions, which illustrates "phygital disconnect".

Suggested Citation

  • Maroua El Bouyahyaoui Idrissi & Marine Le Gall-Ely & Mustapha El Koraichi & Hanaa El Bayed Sakkali, 2026. "Phygital and customer experience: A netnographic analysis of the automotive sector in Morocco," Post-Print hal-05588199, HAL.
    • Handle: RePEc:hal:journl:hal-05588199
    DOI: 10.1109/ATSCM67505.2025.11473674
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