These days, however, customer service has proved itself to be a key element for achieving good results in an online shop (Zeithaml et al., 2002). Consumers expect to be able to complete transactions correctly, to receive personalised attention, to have the product delivered on time, to have their emails answered quickly and to have access to information. Web site management should ensure these expectations are met in the best way possible.
Zeithaml (2002) investigates that customer service is a key factor for accomplishment positive results in website.