one of the ways a bricks-and-mortar store can beat online purchase outlets is in personalized customer service. the end-user can talk to a real person at a store, get advice, and also touch and feel the product before buying it. while these are valued service outputs in some markets, they became increasingly less valuable as consumers ability to shop at online sellers increased online, they could listen to sample tracks of music and visit chat rooms to get the latest information on popular music to download. here, unlike in the other two service outputs, the problem is oversupply of customer service