A Blended Learning Future: COVID-19 Lessons for “Phygital” Higher Education

Authors

DOI:

https://doi.org/10.19173/irrodl.v26i2.8259

Keywords:

blended learning, higher education, Leximancer, phygital, learning experience

Abstract

The pandemic transformed higher education, making it clear that the future of education lies in the use of technology. Recognizing this development, this study examined the blended learning experiences of students and teachers during the COVID-19 pandemic in order to propose targeted strategies for the evolving “phygital” (physical + digital) university ecosystem. Drawing on existing literature, it explores three critical dimensions of the educational experience: technology, the teaching-learning process, and social interaction. Following a transcendental phenomenological approach, the study used a convenience sample of 10 students and 10 teachers, selected based on the saturation criterion. Using Leximancer software for text analysis, in-depth interviews with a representative sample of students and teachers were conducted. The findings exposed significant challenges faced during the pandemic, including a lack of digital tool proficiency among users, inadequate engagement with online content, organisational hurdles, increased workload, diminished personal interactions, and emerging mental health concerns among students. These insights underscore the urgency of crafting tailored strategies to enhance the phygital learning environment, focusing on improving infrastructure and providing comprehensive training to both students and educators.

Author Biographies

Santiago Batista-Toledo, Department of Marketing, Faculty of Economics and Business Sciences, Complutense University of Madrid, Madrid

Santiago Batista-Toledo is a PhD student in Business Administration and Management at the Complutense University of Madrid (UCM) and an Assistant Lecturer in Marketing at UCM. He currently has 8 contributions to national and international conferences, 2 book chapters, and 3 published scientific articles. His research focuses on topics related to consumer behavior, particularly in the areas of educational and healthcare marketing.

Diana Gavilan, Department of Marketing, Faculty of Information Sciences, Complutense University of Madrid, Madrid, Spain

Diana Gavilan, PhD in Economics (UCM) and BA in Sciences Information (Extraordinary award) from UCM. Currently, she is senior lecturer in Marketing at Complutense University. Her research interests are in the field of online decision-making and experiential marketing. Co-author of 3 books and more than 80 published articles. She is a regular lecturer in academic and professional forums.

References

Almeida, F., & Silva, O. (2020). The impact of COVID-19 on tourism sustainability: Evidence from Portugal. Advances in Hospitality and Tourism Research, 8(2), 440–446. https://doi.org/10.30519/ahtr.775340

Balula-Dias, S., & Alves-Diniz, J. (2014). Towards an enhanced learning management system for blended learning in higher education incorporating distinct learners’ profiles. Educational Technology & Society, 17(1), 307–319. https://www.jstor.org/stable/jeductechsoci.17.1.307

Batista-Toledo & Gavilan (2022). Implementation of blended learning during COVID-19. Encyclopedia, 2(4), 1763-1772. https://doi.org/10.3390/encyclopedia2040121

Bell, E. E. (2015). Understanding African American males’ schooling experiences: A qualitative inquiry. The Qualitative Report, 20, 1260–1269. https://doi.org/10.46743/2160-3715/2015.2250

Berná Sicilia, C., Martínez Martínez, H., & Zamora Medina, R. (2013). El relato de los movimientos sociales: claves del discurso ideológico y evolución en los mensajes de 'Democracia Real Ya' (2011–2013) [The story of social movements: Keys in ideological discourse and evolution of the messages from ‘Democracia Real Ya’ (2011-2013)]. Historia y Comunicación Social, 18, 399–417. https://doi.org/10.5209/rev_HICS.2013.v18.44251

Bezliudna, V., Shcherban, I., Kolomiyets, O., Mykolaiko, V., & Bezliudnyi, R. (2021). Master students’ perceptions of blended learning in the process of studying English during COVID 19 pandemic in Ukraine. Rupkatha Journal on Interdisciplinary Studies in Humanities, 13(4), 1–14. https://doi.org/10.21659/rupkatha.v13n4.54

Boelens, R., De Wever, B., & Voet, M. (2017). Four key challenges to the design of blended learning: A systematic literature review. Educational Research Review, 22, 1–18. https://doi.org/10.1016/j.edurev.2017.06.001

Buck, E., & Tyrrell, K. (2022). Block and blend: A mixed method investigation into the impact of a pilot block teaching and blended learning approach upon student outcomes and experience. Journal of Further and Higher Education, 46(8), 1078–1091. https://doi.org/10.1080/0309877x.2022.2050686

Bueno, E. V., Weber, T. B. B., Bomfim, E. L., & Kato, H. T. (2019). Measuring customer experience in service: A systematic review. The Service Industries Journal, 39(11–12), 779–798. https://doi.org/10.1080/02642069.2018.1561873

Carius, A. C. (2020). Network education and blended learning: Cyber university concept and higher education post COVID-19 pandemic. Research, Society and Development, 9(10), Article e8209109340. https://doi.org/10.33448/rsd-v9i10.9340

Carrera Farran, F. X., Vaquero Tló, E., & Balsells Bailón, M. (2011). Instrumento de evaluación de competencias digitales para adolescentes en riesgo social [Digital skills evaluation instrument for adolescents in social risk situation]. Edutec: Revista Electrónica de Tecnología Educativa, 35, Article a154. https://doi.org/10.21556/edutec.2011.35.410

Chowdhury, R. R., & Singha, A. K. (2023). Importance of integration modern technology in higher education. Knowledgeable Research, 1(9), 71–82. https://doi.org/10.57067/kr.v1i09.78

Christensen, C. M., Raynor, M. E., & McDonald, R. (2015, December). What is disruptive innovation? Harvard Business Review. https://hbr.org/2015/12/what-is-disruptive-innovation

Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.

Ding, Y., & Keh, H. T. (2017). Consumer reliance on intangible versus tangible attributes in service evaluation: The role of construal level. Journal of the Academy of Marketing Science, 45(6), 848–865. https://doi.org/10.1007/s11747-017-0527-8

Donlon, E., Johnson, M. C., Doyle, A., McDonald, E., & Sexton, P. (2022). Presence accounted for? Student-teachers establishing and experiencing presence in synchronous online teaching environments. Irish Educational Studies, 41(1), 41–49. https://doi.org/10.1080/03323315.2021.2022520

Egan, A., & Tiernan, P. (2023). It wasn’t all Zoom and gloom: Teacher and student experiences of online learning during the COVID-19 pandemic in an Irish post-primary school. Education Sciences, 13(7), Article 637. https://doi.org/10.3390/educsci13070637

Etikan, İ., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11

Gaggioli, A. (2017) Phygital spaces: When atoms meet bits. Cyberpsychology, Behavior, and Social Networking, 20(12), 774–774. https://doi.org/10.1089/cyber.2017.29093.csi

Garrison, D. R., & Kanuka, H. (2004). Blended learning: Uncovering its transformative potential in higher education. The Internet and Higher Education, 7(2), 95–105. https://doi.org/10.1016/j.iheduc.2004.02.001

Gavilan, D., & Martinez-Navarro, G. (2022). Exploring user’s experience of push notifications: A grounded theory approach. Qualitative Market Research, 25(2), 233-255. https://doi.org/10.1108/qmr-05-2021-0061

Goncharov, V., Stepanova, D., Kovalev, D., Kovaleva, T., & Batyrshina, A. (2020). Blended learning perspectives for students (University experience under constraints due to COVID-19 pandemic). Revista Inclusiones, 7, 288–300. https://revistainclusiones.org/index.php/inclu/article/view/1370

Grace, D. A., & O’Cass, A. (2004). Examining service experiences and post‐consumption evaluations. Journal of Services Marketing, 18(6), 450–461. https://doi.org/10.1108/08876040410557230

Guilbault, M. (2018). Students as customers in higher education: The (controversial) debate needs to end. Journal of Retailing and Consumer Services, 40, 295–298. https://doi.org/10.1016/J.JRETCONSER.2017.03.006

Gurrea, A. T., Ilustrisimo, R. K., Batolbatol, G. B., & Bonotan, A. M. (2023). Making math fun and engaging via the use of modern technology: Capacity building for mathematics teachers. International Multidisciplinary Research Journal, 4(4), 174–183. https://doi.org/10.54476/ioer-imrj/003259

Hadiyanto, H., Failasofah, F., Armiwati, A., Abrar, M., & Thabran, Y. (2021). Students’ practices of 21st century skills between conventional learning and blended learning. Journal of University Teaching and Learning Practice, 18(3), 83–102. https://doi.org/10.53761/1.18.3.7

Hollebeek, L. D., Sprott, D. E., Andreassen, T. W., Costley, C., Klaus, P., Kuppelwieser, V. G., Karahasanović, A., Taguchi, T., Islam, J. U., & Rather, R. A. (2019). Customer engagement in evolving technological environments: Synopsis and guiding propositions. European Journal of Marketing, 53(9), 2018–2023. https://doi.org/10.1108/ejm-09-2019-970

Izquierdo-Yusta, A., Jiménez‐Zarco, A. I., Martínez‐Ruiz, M. P., & González-González, I. (2021). Determinants of customer experience in e-services: The case of online universities. Revista Brasileira de Gestão de Negócios, 23(1), 1–20. https://doi.org/10.7819/rbgn.v23i1.4097

Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York University Press.

Kohnke, L., & Moorhouse, B. L. (2021). Adopting HyFlex in higher education in response to COVID-19: Students’ perspectives. Open Learning, 36(3), 231–244. https://doi.org/10.1080/02680513.2021.1906641

Leximancer Pty Ltd. (2021). Leximancer user guide. Release 4.5. https://static1.squarespace.com/static/5e26633cfcf7d67bbd350a7f/t/60682893c386f915f4b05e43/1617438916753/Leximancer+User+Guide+4.5.pdf

Maarop, A. H., & Embi, M. A. (2016). Implementation of blended learning in higher learning institutions: A review of literature. International Education Studies, 9(3), 41–52. https://doi.org/10.5539/ies.v9n3p41

Malhotra, N. K. (2006). Marketing research: An applied orientation (6th ed.). Pearson Education Australia.

McKenna, B., & Waddell, N. (2007). Media-ted political oratory following terrorist events: International political responses to the 2005 London bombing. Journal of Language and Politics, 6(3), 377–399. https://doi.org/10.1075/jlp.6.3.06mck

Mdhlalose, D., & Mlambo, G. (2023). Integration of technology in education and its impact on learning and teaching. Asian Journal of Education and Social Studies, 47(2), 54–63. https://doi.org/10.9734/ajess/2023/v47i21021

Merriam, S. B., & Grenier, R. S. (2019). Qualitative research in practice: Examples for discussion and analysis (2nd ed.). John Wiley & Sons.

Milgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. IEICE Transactions on Information and Systems, E77-D(12), 1321–1329. https://cs.gmu.edu/~zduric/cs499/Readings/r76JBo-Milgram_IEICE_1994.pdf

Müller, A. M., Goh, C., Lim, L. Z., & Gao, X. (2021). COVID-19 emergency eLearning and beyond: Experiences and perspectives of university educators. Education Sciences, 11(1), Article 19. https://doi.org/10.3390/educsci11010019

Munna, A. S., & Kalam, M. A. (2021). Teaching and learning process to enhance teaching effectiveness: Literature review. International Journal of Humanities and Innovation, 4(1), 1–4. https://doi.org/10.33750/ijhi.v4i1.102

Potra, S., Pugna, A., Pop, M.-D., Negrea, R., & Dungan, L. (2021). Facing COVID-19 challenges: 1st-year students’ experience with the Romanian hybrid higher educational system. International Journal of Environmental Research and Public Health, 18(6), Article 3058. https://doi.org/10.3390/ijerph18063058

Purcarea, T. (2019). Modern marketing, CX, CRM, customer trust and identity. Holistic Marketing Management Journal, 9(1), 42–55. https://ideas.repec.org/a/hmm/journl/v9y2019i1p42-55.html

Rahman, N. A., Arifin, N., Manaf, M., Ahmad, M., Zin, N. A. M., & Jamaludin, M. (2020). Students’ perception in blended learning among science and technology cluster students. Journal Of Physics: Conference Series, 1496(1), Article 012012. https://doi.org/10.1088/1742-6596/1496/1/012012

Rahman, N. A., Hussein, N., & Aluwi, A. H. (2015). Satisfaction on blended learning in a public higher education institution: What factors matter? Procedia: Social & Behavioral Sciences, 211, 768–775. https://doi.org/10.1016/j.sbspro.2015.11.107

Rasheed, R. A., Kamsin, A., & Abdullah, N. A. (2020). Challenges in the online component of blended learning: A systematic review. Computers and Education, 144, Article 103701. https://doi.org/10.1016/j.compedu.2019.103701

Robson, L., Gardner, B., & Dommett, E. J. (2022). The post-pandemic lecture: Views from academic staff across the UK. Education Sciences, 12(2), Article 123. https://doi.org/10.3390/educsci12020123

Rooney, D. (2005). Knowledge, economy, technology and society: The politics of discourse. Telematics And Informatics, 22(4), 405–422. https://doi.org/10.1016/j.tele.2004.11.007

Schwager, A., & Meyer, C. (2007). Understanding customer experience. Harvard Business Review. https://hbr.org/2007/02/understanding-customer-experience

Schwerter, J., Netz, N., & Hübner, N. (2022). Do school reforms shape study behavior at university? Evidence from an instructional time reform. Social Science Research Network. https://doi.org/10.2139/ssrn.4166635

Shukla, A., Singhal, S., Choudhury, T., & Mohanty, S. N. (2023). Learners’ acceptability of adapting the different teaching methodologies for students. International Journal of E-collaboration, 19(1), 1–20. https://doi.org/10.4018/ijec.318335

Singh, H. (2003). Building effective blended learning programs. Educational Technology, 43(6), 51–54. https://asianvu.com/bookstoread/framework/blended-learning.pdf

Singh, J., Steele, K., & Singh, L. (2021). Combining the best of online and face-to-face learning: Hybrid and blended learning approach for COVID-19, post vaccine, and post-pandemic world. Journal of Educational Technology Systems, 50(2), 140–171. https://doi.org/10.1177/00472395211047865

Siripongdee, K., Pimdee, P., & Tuntiwongwanich, S. (2020). A blended learning model with IoT-based technology: Effectively used when the COVID-19 pandemic? Journal for the Education of Gifted Young Scientists, 8(2), 905–917. https://doi.org/10.17478/jegys.698869

Smith, A. E., & Humphreys, M. S. (2006). Evaluation of unsupervised semantic mapping of natural language with Leximancer concept mapping. Behavior Research Methods, 38(2), 262–279. https://doi.org/10.3758/bf03192778

Spitale, M., Piselli, A., Garzotto, F., & Del Curto, B. (2019). Designing phygital activities in a smart multisensorial room: A collaborative cognitive environment for children with and without disabilities. In S. Colombo, Y. Lim, M. Bruns Alonso, L.-L. Chen, T. Djajadiningrat, L. Feijs, J. Hu, S. Kyffin, E. Özcan, L. Rampino, E. Rodriguez Ramirez, & D. Steffen (Eds.), Design and semantics of form and movement. DeSForM19 proceedings. Beyond intelligence (pp. 140–148). DeSForM. https://doi.org/10.21428/5395bc37.cad4f6dc

Statista. (2023, October). Metaverse education—Worldwide. https://www.statista.com/outlook/amo/metaverse/metaverse-education/worldwide

Thompson, J., Davis, J., & Mazerolle, L. (2014). A systematic method for search term selection in systematic reviews. Research Synthesis Methods, 5(2), 87–97. https://doi.org/10.1002/jrsm.1096

Torres, G. C. (2022). Phygital approaches and intangible cultural heritage as a tourism experience enhancer. Tradition and innovation for a 21st century academic museum of the University of Coimbra [Doctoral dissertation, University of Coimbra]. Estudo Geral. https://hdl.handle.net/10316/102649

Uspenski, I. (2013). Shared in confidence: A machine to a machine (The birth of post-semantic aesthetics). In J. Romportl, P. Ircing, E. Zackova, M. Polak, & R. Schuster (Eds.), Beyond AI: Artificial Golem Intelligence (pp. 41–57). University of West Bohemia. https://www.beyondai.zcu.cz/files/BAI2013_proceedings.pdf#page=53

Waśkowski, Z. (2017). Possibilities and limitations of using the customer experience management concept by universities. Marketing of Scientific and Research Organizations, 24(2), 1–14. https://sciendo.com/article/10.14611/minib.24.06.2017.07

Vygotsky, L. S. (1978). Mind in society: The development of higher psychological processes. Harvard University Press. https://doi.org/10.2307/j.ctvjf9vz4

Zeng, C. (2023). Student engagement and academic performance during the COVID-19 pandemic: Does a blended learning approach matter? International Journal for the Scholarship of Teaching And Learning, 17(1), Article 7. https://doi.org/10.20429/ijsotl.2023.17107

Published

2025-05-08

How to Cite

Batista-Toledo, S., & Gavilan, D. (2025). A Blended Learning Future: COVID-19 Lessons for “Phygital” Higher Education. The International Review of Research in Open and Distributed Learning, 26(2), 1–22. https://doi.org/10.19173/irrodl.v26i2.8259

Issue

Section

Research Articles