Work

Internal equity and customer relationship management in developing countries: A quantitative and a comparative study of three private companies in Burkina Faso

Year: 2019

Type: article

Abstract: Internal equity in customer relationship management is ignored by companies in Burkina Faso, which causes a reduction in terms of profitability. Equity and ethical practices in marketing are essential to the sustainable development of companies in Burkina Faso especially in the context of globalization where values of fair trade are promoted and where competition is ferocious. This research focuses on the contribution that fair business practices from business to customers bring in terms of companies’ performance in developing countries. Data collection was performed with a questionnaire addressed to customers of two Small and Medium Enterprises (SMEs) and one Very Small Enterprise (VSE) in Burkina Faso. Quantitative data is processed using Sphinx IQ and SPSS. The results confirm that companies in which internal equity degree is high, the sales growth is increasing due to satisfaction and repurchase. Key words: Internal equity, customer satisfaction, customer repurchase, sales, growth, marketing.

Source: AFRICAN JOURNAL OF BUSINESS MANAGEMENT

DOI: 10.5897/ajbm2018.8663

Author: Bindeouè Nasse Théophile

Institutions: Université Aube Nouvelle, University for Development Studies

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W2966488462