A National Retail Federation (NRF) survey released this month hails online customer service as outshining traditional retail approaches, but some Christian retailers disagree. The NRF Foundation/American Express 2004 customer-service survey was designed to gauge consumer attitudes toward customer service, both in retail settings and online. It also sought to identify improvements that could affect shoppers in both arenas.

"I'm kind of surprised at the positive reaction to online customer service, possibly because I'm on the eBay Q&A board, answering questions for other eBay users, and I hear complaints of all kinds," said Linda Eastman, who sells antiques online at eBay and owns Broadalbin Christian Bookstore with her mother, Barbara, in Broadalbin, N.Y.

Survey findings rated online shopper satisfaction with customer service almost three times that of traditional bookstores.

A full story will appear in the Jan. 24 issue of Christian Retailing.