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 editors: Nyrhinen, Jussi; Skippari, Mika; Wilska, Terhi-Anna

Parent publication: Contemporary Issues in Digital Marketing

Parent publication editors: Niininen, Outi

ISBN: 978-0-367-55533-7

eISBN: 978-1-003-09390-9

Publication year: 2022

Publication date: 28/10/2021

Pages range: 85-94

Number of pages in the book: 188

Publisher: Routledge

Place of Publication: Abingdon

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003093909-11

Publication open access: Openly available

Publication channel open access: Open 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.

Keywords: digitalisation; customer service; service design; customer experience; user experience; customer orientation; customer satisfaction; customer loyalty; social capital; social interaction; retail trade

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

Preliminary JUFO rating: 3

Last updated on 2022-19-12 at 08:54