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1.0 Introduction Superior customer service is a critical differentiator in an increasingly competitively marketplace. Companies that give customers what they want it will increase customer satisfaction and ultimately gain greater market share, generating more revenue and enjoying higher profitability. But how do you deliver extra ordinary customer service within the real world constraints on your human and capital resources? (Gianforte, 2002) For more and more and companies, the answer involves the internet. These companies - which range from those with fairly conventional business models to those using the internet as their primary vehicle for delivering products and services- have discovered web can play a key role in the delivery of superior customer service. (Gianforte, 2002) Actually no one really has a choice whether or not to provide customer service on the net. Customers already made that decision for us. The web is where they go first, before they pick up on the phone or...

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