FAIR PRACTICES AS A RESPONSE TO CUSTOMER SATISFACTION AND REPURCHASE: AN EVIDENCE FROM AFRICAN SMEs

Abstract

ABSTRACT
 Customer Relationship Management (CRM) is important for growth in companies though some companies still neglect it in the West African context. Thus, in the same way equity and ethical practices in marketing are vital for competitive companies. This research focuses on the contribution that fair practices from business to customers bring in term of companies’ performance in developing countries. Data collection is performed with a questionnaire that is given to some customers of two Small and Medium Enterprises (SMEs). Quantitative data is processed using Sphinx IQ and SPSS. The results confirm that there is a strong relationship between equity, satisfaction, and repurchase.
 Keywords: Equity, Satisfaction, Repurchase, Marketing.