A1 Journal article (refereed)
How is social capital formed across the digital-physical servicescape? (2022)

Nyrhinen, J., Uusitalo, O., Frank, L., & Wilska, T.-A. (2022). How is social capital formed across the digital-physical servicescape?. Digital Business, 2(2), Article 100047. https://doi.org/10.1016/j.digbus.2022.100047

The research was funded by Strategic Research Council at the Research Council of Finland.

JYU authors or editors

Publication details

All authors or editorsNyrhinen, Jussi; Uusitalo, Outi; Frank, Lauri; Wilska, Terhi-Anna

Journal or seriesDigital Business



Publication year2022


Issue number2

Article number100047


Publication countryNetherlands

Publication languageEnglish


Publication open accessOpenly available

Publication channel open accessPartially open access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/83834


This study examines how consumers create social capital in interactions with other customers and service personnel while shopping in retail stores that consist of both physical and digital locations. We draw on servicescape literature to explore the role of social capital in determining the social realm in digital-physical servicescapes using data from focus group discussions. We demonstrate how customers utilize both the digital and physical servicescapes in a convergent manner to form the social realm of the servicescape with the other people in service encounters. The implications provide guidelines on how the integration of digital and physical channels facilitates trust, human contact, interpersonal relationships, and networks of social exchange that are termed ‘social capital’.

Keywordscustomer experiencecustomer servicedistribution channelsconsumerssocial capitalsocial interaction

Free keywordschannel integration; omnichannel consumers; servicescape; customer experience; social capital

Contributing organizations

Related projects

Ministry reportingYes

Reporting Year2022

JUFO rating1

Last updated on 2024-03-04 at 17:55