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Updated: Aug 8, 2026
09:17
Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
Published on: July 24, 2017
Unlocking Gen Z engagement in phygital retailing: Evidence from a multi-mediated customer experience model
Mirlashine Selvendran1, Sanidh Salman1, Dulan Lakvidu1
1Sri Lanka Institute of Information Technology (SLIIT), Malabe, Sri Lanka.
Plos One
|August 6, 2026
Summary
Phygital experiences significantly boost Gen Z customer loyalty in Sri Lanka
Area of Science:
- Marketing
- Consumer Behavior
- Retail Management
Background:
- Emerging markets have limited research on hybrid retail strategies.
- Integrating physical and digital touchpoints is crucial for modern consumer journeys.
- Gen Z consumers are key demographic for understanding evolving retail loyalty.
Purpose of the Study:
- To investigate the influence of phygital experience on Gen Z customer loyalty in Sri Lanka's consumer electronics retail sector.
- To explore how immersive, technology-enabled environments and seamless physical-digital integration foster loyalty.
- To provide actionable insights for retailers designing effective phygital strategies for Gen Z.
Main Methods:
- Quantitative research design utilizing a 5-point Likert scale survey.
- Data collected from 480 Gen Z customers of consumer electronics retailers in Sri Lanka.
- Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis, including serial mediation.
Main Results:
- Phygital experiences significantly and positively influence customer loyalty among Gen Z.
- Gen Z values interactive, technology-driven retail environments enhancing satisfaction and brand commitment.
- Co-creation, engagement, and perceived value are key drivers of loyalty in hybrid retail.
Conclusions:
- Phygital strategies are essential for building Gen Z customer loyalty in emerging markets.
- Retailers should focus on creating immersive and seamless hybrid experiences.
- Findings offer guidance for innovation and market expansion in the consumer electronics sector.
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