This paper examines how consumers create social capital in their interactions with other customers and service personnel while shopping in retail stores with both physical and digital locations. We draw on the servicescape literature to explore the role of social capital in determining the...

Purpose: Most recent service experience research considers customers as sensemakers and sensemaking as a focal process in experience construction. Despite this, the sensemaking theory engendered in organization studies has not been applied in the quest for an in-depth understanding of the...