The aim of this research is to help improve and manage effective and efficient online customer service and from the literature two main research questions were found. The reason for this research is to help online customer service and this idea was generated through the researcher as they want to have their own online business in the future. The key findings of the research is that the longer participants have been shopping online the more trust they have with online stores and the longer they have been shopping online the more they would be affected by negative feedback about an online store. One major recommendation is to build relationships with customers, online stores need to have an online live chat so customers can ask questions at any time while shopping. Another major recommendation is maintaining service recovery, by having service recovery procedures in place and offering unhappy customer with a small gesture so that they know they are being valued which should increase customer loyalty.