None of the other e-commerce articles reviewed for this paper addressed service quality (i.e., user support). There is no debating the importance of supporting customers as they attempt to execute transactions via e-commerce systems, whether the support is offered through help desks, hotlines, service centers, or the like. It is necessary to look to the service-quality research stream for success measures that make sense in the e-commerce environment—measures such as responsiveness and technical competence.