Importance of Web site design and customer support services in online purchase

Abstract: The purpose of this study was to provide a deeper understanding on the role
of Website design in online purchase. Multiple case study method was chosen
and two web sites from Pakistan were selected as cases for this research
study which are doing business online. Data is collected through
observations and from interviews. Four customers of these web sites were
interviewed from United States and United Kingdom in order to find out
detailed information about customer services. This study identifies
important elements of web site design which are undertaken by users while
interaction with the web sites, keeping in mind two important aspects of
the websites, ease of use and customer confidence. Moreover, the perceptions
of customers about services of the web site are described. Finding and
conclusions of this research thesis indicates that there are several
important factors to be considered while designing a web site, and
different variables were found important in enhancing customer services
through web.