I did some research on online brokerage firms.  Yes, you are right.  Zecco, while very cheap, ranks at the bottom on almost all categories, particularly customer service.  I read Zecco is to be avoided despite its low cost.  Sharebuilder, now part of ING, is an ok option but in order to qualify for its $4 per trade cost, you have to schedule your transaction for following Tuesday.  If you want integrated banking, eTrade is an option, but it charges you $9.99 per trade.  The highest rated broker is TD America.  But they charge around $12.99 per trade.  Tradeking is a very good choice with low cost of $4.95 per trade, but if you buy penny stocks (<$1), they charge you $1 per share.  Best balance I saw was Scottrade.  It ranked among the highest in almost all categories and charges $6.99 per trade.

Hope this helps.