Phygital service research (PSR): advancing FSR and TSR toward human-first experience design in hybrid physical-digital ecosystems

Purpose This paper introduces Phygital Service Research (PSR) as a novel paradigm that extends Foundational Service Research (FSR) and Transformative Service Research (TSR) toward human-first experience design within hybrid physical-digital service ecosystems. PSR is conceptualized as a comprehensive, multilayered framework for understanding and innovating service design, delivery and consumption in contemporary phygital environments. It emphasizes hybrid embodiment, contextual fluidity, multidimensional entanglement, holistic innovation and systemic impact. Design/methodology/approach Using a conceptual and meta-theoretical approach, the paper draws on interdisciplinary literature from marketing, design, business and management, consumer behavior and service science. It synthesizes philosophical foundations, ontological and epistemological shifts, and methodological pluralism to articulate the core principles of PSR. As part of this pluralism, I introduce “phyginography” as a future methodological development, situating it in relation to established approaches such as ethnography and netnography. Findings PSR reframes service experiences and value creation as fluid, dynamically poly-constructed, ethically and technologically mediated, and contextually adaptive. It highlights the limitations of existing paradigms in capturing the complexity of hybrid physical-digital service realities and proposes a human-first logic grounded in “phygital phenomenology” by integrating technology without compromising experiential authenticity. The framework emphasizes enhanced service innovation and positive impact across individual, organizational, community and environmental levels. Research limitations/implications PSR opens new avenues for service research by advocating methodological diversity and interdisciplinary collaboration. It encourages scholars to explore phygital phenomena through multimodal inquiry and to design service models that prioritize human-centricity, inclusive and holistic innovation, systemic resilience and sustainability. As a conceptual contribution, empirical validation and sector-specific applications remain areas for future investigation. Originality/value This paper presents the first comprehensive articulation of PSR as a distinct paradigm. By bridging FSR and TSR, PSR offers a timely and necessary framework for reimagining service scholarship and practice in the phygital age. It contributes to theory-building, strategic innovation and the design of human-first, phygitally mediated service ecosystems for positive impact.