BRUNO, EVELINA (2025) The Phygital Learning Journey: A Service Research Perspective. [Tesi di dottorato]
![[thumbnail of BRUNO_EVELINA_38.pdf]](https://www.fedoa.unina.it/style/images/fileicons/other.png "BRUNO_EVELINA_38.pdf") |
Documento PDF
BRUNO_EVELINA_38.pdf Download (10MB) |
| Tipologia del documento: | Tesi di dottorato |
|---|---|
| Lingua: | English |
| Titolo: | The Phygital Learning Journey: A Service Research Perspective |
| Autori: | Autore Email BRUNO, EVELINA evelina.bruno@unina.it |
| Data: | 10 Dicembre 2025 |
| Numero di pagine: | 178 |
| Istituzione: | Università degli Studi di Napoli Federico II |
| Dipartimento: | Economia, Management e Istituzioni |
| Dottorato: | Management |
| Ciclo di dottorato: | 38 |
| Coordinatore del Corso di dottorato: | nome email MELE, CRISTINA crimele@unina.it |
| Tutor: | nome email MELE, CRISTINA [non definito] |
| Data: | 10 Dicembre 2025 |
| Numero di pagine: | 178 |
| Parole chiave: | phygital learning journey, higher education institutions, service innovation, |
| Settori scientifico-disciplinari del MIUR: | Area 13 - Scienze economiche e statistiche > SECS-P/08 - Economia e gestione delle imprese |
| Informazioni aggiuntive: | XXXVIII ciclo di Dottorato |
| Depositato il: | 21 Gen 2026 08:05 |
| Ultima modifica: | 02 Set 2026 08:05 |
| URI: | https://www.fedoa.unina.it/id/eprint/16025 |
Abstract
This thesis explores the concept of the phygital learner journey within the context of higher education, framing it as a service ecosystem that promotes value co-creation among stakeholders. The first chapter establishes the theoretical foundations by examining service-dominant logic and its implications for learning services, introducing phygital learning as a form of service innovation. The chapter concludes with a conceptual model that addresses the ethical and governance challenges inherent in phygital ecosystems. The second chapter employs bibliometric analysis to assess the current scientific landscape surrounding phygital learning research, highlighting emerging trends and thematic clusters that inform the study's positioning within the broader service innovation discourse. Methodologically, the third chapter delineates a qualitative research design, explaining the context, sampling strategies, and data collection methods employed, such as interviews and observations, and discusses the rigorous data analysis procedures that ensure research quality and ethical compliance. In the findings and discussion chapter, the study unveils how digital and AI-enabled touchpoints influence the learner journey, revealing emergent themes and mechanisms of value co-creation. It critically examines the roles of various actors, including students, faculty, and institutional staff, while refining the conceptual model of the phygital learner journey through cross-referencing with bibliometric insights. Finally, the conclusion synthesizes the theoretical contributions to service research and phygital learning, offering managerial and policy implications for higher education institutions and practical guidelines for designing effective phygital experiences. The thesis also acknowledges limitations and suggests avenues for future research, emphasizing the relevance of this study in advancing understanding in a rapidly evolving educational landscape.
Downloads
Downloads per month over past year
Actions (login required)
 |
Modifica documento |
