Keywords Online retailers, ethics, customer loyalty, customer perception, security, reliability, and Caribbean. 1.1 Introduction The internet has emerged as a viable alternative channel to physical retailing. Through the internet, marketers can realize lucrative business opportunities worldwide. In this regard, the internet is a widely used medium that acquires and delivers information and services to customers and business. It is perpetually transforming the way people and businesses interact with each other. With such transformation, impressions of expressed ethical conduct by both parties are now at the forefront. Bricks and mortar stores may be able to signal longevity and ethical behavior by external factors such as their location or by the behaviors and attitudes of their employees. These characteristics are not present in virtual companies which offer online purchase options (Romain, 2007).
Keywords Online retailers, ethics, customer loyalty, customer perception, security, reliability, and Caribbean. 1.1 Introduction The internet has emerged as a viable alternative channel to physical retailing. Through the internet, marketers can realize lucrative business opportunities worldwide. In this regard, the internet is a widely used medium that acquires and delivers information and services to customers and business. It is perpetually transforming the way people and businesses interact with each other. With such transformation, impressions of expressed ethical conduct by both parties are now at the forefront. Bricks and mortar stores may be able to signal longevity and ethical behavior by external factors such as their location or by the behaviors and attitudes of their employees. These characteristics are not present in virtual companies which offer online purchase options (Romain, 2007).