Zeithaml (2002) examines that customer service is a key factor for accomplishment positive results in website. Website management should response expectation of customer in the best way possible. For example the expectation of customer can afford to complete transaction correctly, to have the product or service delivered on time, to obtain personalised attention,to have access to information and to have their emails answered quickly. This factor is related to service reliability, customer quickness, a personalised service and a fast reaction to complaints.
This dimension is related to service reliability, customer sensitivity, a personalised service and a fast response to complaints.