The role of social capital in digitalised retail servicescape

Abstract

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.