Competition with retailers has intensified, leading organisations to look for new strategies to defend their reasonable improvement in products and services. The quality of customer service is seen as a crucial role for companies due to its impact on the link with consumers, making it important to analyze the factors that influence and the results of customer service quality. Thus, this investigation pointed to the customization of customer service and the advertising of customer service as factors that precede the quality of customer service. Satisfaction, trust and loyalty were identified as outcomes of customer service quality. The research, with a sample of 176 consumers from online electronics shops, used the PLS-PM (structural equations modeling) methodology to test the hypotheses. It was found that the customer service quality helps online satisfaction and online trust, leading to consumer loyalty to the online shop. In addition, it is recommended that brands personalize the service enabling to buyer first choice and invest in advertising the service.