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In this research, we examine the implementation of customer service functionalities on the top 500 online retailers in the U.S. Our analysis is performed through the lens of the Customer Service Life Cycle (CSLC) theory which defines customer services into four stages: Requirements, Acquisition, Ownership, and Retirement. Our study aims to determine the relationship between retailers' CSLC scores and their performance in website traffic and online sales.
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Ayanso et al. (2015) studied this question.
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