How is social capital formed across the digital-physical servicescape?

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