A customer service assistance apparatus 10 is provided with a video image acquisition unit 11 that acquires a video image of the inside of a store, a specifying unit 12 that specifies a product that a customer in the store is interested in and attributes of the customer based on the acquired video image, an information acquisition unit 13 that searches a specific database using the specified product and attributes as queries, and acquires content corresponding to the product and attributes that serve as queries, and the transmission unit 14 that transmits the acquired content to a terminal apparatus that is used by a store salesperson of the store.