Amie Gustafsson

My research explores the concept of "Phygital Congruence." As the boundaries between physical environments and digital interfaces blur, I investigate how organizations can bridge the gap between Customer Experience (CX) and Employee Experience (EMX). My work includes studies on unmanned retail formats, the use of service robots, and how digitalization shapes the work environment in hybrid workplaces. By integrating sociotechnical systems theory and design thinking, my research aims to create more coherent and meaningful experiences for both customers and employees.

I primarily teach marketing and service science at the Bachelor's and Master's levels. My areas of expertise include introductory marketing, marketing strategy, and consumer behavior. In addition to lecturing, I regularly supervise Bachelor’s theses.

My research is conducted in close collaboration with industry partners, particularly within the retail and service sectors. I have conducted field studies and collaborated with organizations testing new digital formats, such as unmanned stores. I am also active in international networks, including the American Phygital Association (APA) and the American Marketing Association (AMA), contributing to the dissemination of research-based knowledge regarding the future service economy.

I have a Ph.D in Business Administration at the Service Research Center (CTF) at Karlstad University. My research focuses on the intersection of physical and digital ("phygital") service environments, specifically examining how technical solutions impact both customer experience and employee well-being. I am affiliated with the Swedish National Research School of Management and IT (MIT) at Uppsala University. I holds a Master of Science in Business and Economics with a major in Marketing from Karlstad University.

Fombelle, P. W., Voorhees, C. M., Gustafsson, A., Witell, L., & Gustafsson, A. (2026). The effects of unconditional gifts on customer-firm relationships. Journal of the Academy of Marketing Science.

Gustafsson, A., Bartikowski, B., Lund, K., Gori, S., & Mameli, E. (2026). Conceptualizing Phygital Work Experience (PH-WX): A Framework for Enhanced Employee Well-Being. Journal of Macromarketing.

Gustafsson, A., Öberg, C., & Shams, P. (2025). Enhancing the Phygital Customer Experience in the Digital World. I: Witell, L. (Red.), Service Innovation and Management.

Gustafsson, A., et al. (2026). Phygital Gap Analysis for Enhanced Employee Experience. Phygital Business Review.