Yes, I guess that is what most buyers look for...including myself as well!
It stinks being a one man show when running an ecommerce site because I do a very good job replying to customer's email asap, and getting their orders shipped in the fastest time possible.
One complaint that seems to get people to write a bad review is sometimes I have a product listed as being in-stock, but after checking with my wholesaler they have it listed it as a backorder.
I updated my inventory stock as much as possible, but dealing with every other issue of the website I sometimes can't do it as often as I would like. However, most products invetory messages are usually correct it's just sometimes on some products this issue occurrs.
I email my customer immediately and let then know that the product needs to be backordered and give them the option to cancel if they want. I also state in my "order received" email that if an in-stock product is a backorder it will be automatically order to not delay their order further.
The worst part is I have plenty of happy customers that I have sent products to perfectly fine, but almost 99.9% of time thest happy customers never write a review on my service. I always follow up with an email to ask them in their free time if they can write a review it would be greatly appreciated. However, it seems like it just takes one small issue and a customer all of a sudden works for the inquisitor and can't wait to write up a full page column of everything that went wrong.
Where's the love from the pleased and happy customer? It's just not there...
And in the end, as a buyer I know that I will be turned off from buying myself from a website based on bad website reviews.