A3 Book section, Chapters in research books
The role of social capital in digitalised retail servicescape (2022)

Nyrhinen, J., Skippari, M., & Wilska, T.-A. (2022). The role of social capital in digitalised retail servicescape. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing (pp. 85-94). Routledge. https://doi.org/10.4324/9781003093909-11

JYU authors or editors

Publication details

All authors or editorsNyrhinen, Jussi; Skippari, Mika; Wilska, Terhi-Anna

Parent publicationContemporary Issues in Digital Marketing

Parent publication editorsNiininen, Outi



Publication year2022

Publication date28/10/2021

Pages range85-94

Number of pages in the book188


Place of PublicationAbingdon

Publication countryUnited Kingdom

Publication languageEnglish


Publication open accessOpenly available

Publication channel open accessOpen Access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/84456


This chapter examines how digitalisation has altered the way consumers experience the social interaction and service environment while shopping in retail stores. In this, we draw on the concept of servicescape, which comprises both tangible and intangible features which make up the service experience. Recognising the three realms of servicescape (physical, digital and social), we explore the role of social capital in determining the customer experience in digitalised retail servicescape. We demonstrate that social capital has two specific roles. Firstly, it is an integral part of the customer experience and thus contributes to the service experience. Secondly, social capital is created in the servicescape, and thus it is the outcome of the service experience. We conclude by highlighting future research avenues and the implications to the businesses that aim to diversify with experiential service and seek customer loyalty through interpersonal relationships in the digitalised retail landscape.

Keywordsdigitalisationcustomer serviceservice designcustomer experienceuser experiencecustomer orientationcustomer satisfactioncustomer loyaltysocial capitalsocial interactionretail trade

Contributing organizations

Ministry reportingYes

Reporting Year2022

JUFO rating3

Last updated on 2024-03-04 at 19:07