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

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.

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