Rita, Paulo Miguel Rasquinho FerreiraTiago, Maria Teresa Pinheiro de Melo BorgesAdams, Darren Keith2024-03-252024-02-06http://hdl.handle.net/10362/165381Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe COVID-19 pandemic has necessitated the closure of crowded retail outlets, prompting brands to rethink their approach to delivering unique shopping experiences. Customer experience is a crucial aspect of marketing, encompassing customers’ responses and reactions throughout their shopping journey. Digital transformation has transformed consumer experiences by blurring the lines between physical and digital channels. Post-pandemic, customers rely on online and offline channels, leading to the integration of physical and virtual stores for a seamless customer experience. Phygital shopping combines digital technologies and offline touchpoints in brick-and-mortar stores, catering to customers’ preferences for interconnected shopping experiences. The gaps identified in previous studies related to the role of escapism and immersion in the phygital consumer experience are the motto of the present research. Thus, the research focused on phygital shopping escapes in a crowded retail mall and investigated the impact on consumer experience and online patronage intentions. The study used a quantitative approach to examine the effects of pre-purchase mall experiences (crowding and entertainment) and purchase experiences (escapism and immersion) on consumer experience and patronage intentions. The study focused on 6thStreet.com, the first phygital retail store in the Middle East.engPhygitalConsumer Experience (CX)EscapismOmnichannelRetail StoresSDG 3 - Good health and well-beingSDG 4 - Quality educationSDG 5 - Gender equalitySDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 10 - Reduced inequalitiesSDG 11 - Sustainable cities and communitiesSDG 12 - Responsible production and consumptionmaster thesis203553233