Revisiting consumer socialization: a conceptual framework for phygital services

Purpose The purpose of this paper is to develop a conceptual framework of phygital consumer socialization, addressing the emerging challenge that existing socialization approaches do not sufficiently capture phygital service experiences. Design/methodology/approach This study developed 12 theoretical propositions that address the roles of parents and digital agents as knowledge transmitters in traditional and reverse socialization processes for four distinct types of phygital services. Findings Theoretical developments suggest that different types of phygital services, differentiated by the digital and physical intensity of consumer involvement in the service encounter, require different emphases on tacit and explicit consumption knowledge, with relationships depending on the ability of human and digital socialization agents to impart and apply this knowledge. These dynamics vary by consumers’ life stage (children, adolescents, adults), and family communication patterns (concept- vs socio-oriented). Originality/value This study presents a conceptual framework of phygital consumer socialization along with a phygital service matrix that classifies phygital services into four types: dematerialized, blended, bounded and embodied. The theoretical propositions address how knowledge asymmetries between children, parents and digital agents influence the transfer and acquisition of the tacit and explicit consumption knowledge required for phygital service success.