Literature Review

Customer service is a important role in perception of internet user. Despite the material on the web page, the customer (i.e. internet user) are also will be confused than face to face purchase. Between online purchasing is lack of support for the prospective customer in question. Therefore, to be a successful online business, must be effective in customer service relationship with all internet users. ( T.Ramayan& Joshua Ignatius, 2010). Customer is a survival of the business, because it contributes to the satisfaction of the customer. Customer service also related how to responds to the customer compliant. Customer service is the key of customer satisfaction and customer loyalty. In the research, between the traditional purchase and online purchase, we can see the traditional purchase more foundational. The online side service performance, such as reliability, privacy, security and so on. In other word, this few factor has been the main concern of customer (i.e. online shoppers). (Dong shen,2006). Customer service is the dominant factor in contributes perceived benefit. Customer service a also influence the number of purchased. Result also show that convenience, price and customer service were the most common factor to motivated the consumer of online purchase.(Narges, laily& ali, 2010). Customer service could be most important fact or influence the online purchasing. In this situation, there is a need for company to improve their consumers to involve in online purchasing. (dr syed shah alam, 2008). Customers service refers to product guarantees, 24- hour services, customer support, return policy, response time , better service compared, security and honest. (Vijayasarathy, 2002)

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