ROLE OF PHYGITAL MARKETING USED BY SECURITY BROKING FIRMS IN ENHANCING CUSTOMER PERCEPTION: A CRITICAL REVIEW
Keywords:
Phygital marketing, security broking, customer perception, financial services, digital transformation, hybrid experience, customer engagement,,Abstract
The convergence of physical and digital experiences commonly referred to as phygital marketing has
revolutionized customer engagement across industries. In the financial services sector, particularly in
security broking, where trust, accessibility, and personalization are paramount, phygital strategies offer
a compelling proposition. This paper critically reviews the role of phygital marketing in enhancing
customer perception within security broking firms. Drawing on secondary literature, industry reports,
and case studies, this study examines the effectiveness of integrating offline and online customer touch
points, the influence of digital tools on trust-building, and the evolving expectations of clients. The paper
concludes with insights into best practices and future directions for broking firms aiming to strengthen
client relationships in an increasingly hybrid environment i.e. mixed online-offline world.
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