Ethics and Customer Loyalty: Some Insights into Online Retailing Services
Surendra Arjoon, Meena Rambocas

Abstract
The internet has created tremendous opportunities for businesses and customers alike. Distribution channel members can extend their reach and visibility to partners beyond geographical boundaries. Although many businesses are acknowledging the importance of the internet and online retail activities, little academic attention is given to the community’s perception of this medium. The main purpose of this study is to offer insights using the case of Trinidad and Tobago’s (T&T) customers’ perception regarding ethical issues of online retailers. This study employed Structural Equation Modeling. The findings revealed that issues relating to a site’s security and reliability are important influences on consumers’ perceptions of online retailers’ ethical practices. Issues relating to trust closely followed. The study provided empirical support for a direct positive relationship between customer perceptions of online retailers’ ethics and customer loyalty. The established relationships have direct implications for online retailers intended to appeal to Caribbean customers.

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