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

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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...