The influence of social capital on local retail patronage in an urban setting

Local retail stores are currently facing intense competition from both online retailers and large chain stores. An understanding of local store patronage (i.e., in one's own community) is essential to the survival growth retailers. Drawing on Social Capital Theory, we theorize show with store-level survey data influence social capital (community attachment reciprocity) a urban setting. We find that impact factors differs for residents within community compared those outside community. also demonstrate importance comparison non-social factors. These findings contribute literature by extending beyond rural settings, providing insight into consumers' decision patronize stores, highlighting boundaries. generate practical recommendations merchants stress building reciprocal relationships customers as well varying communications across