EQUITY AND CUSTOMER SATISFACTION IN RELATION TO PRODUCT QUALITY: AN EVIDENCE FROM THREE PRIVATE COMPANIES IN BURKINA FASO

Abstract

Previous studies in the context of Burkina Faso have shown the link betweenequity and customer relationship management. The purpose of the present study is to show the relationship between equity and customer satisfaction in relation to product quality. Equity and ethical practices in marketing are essential to competition and to the sustainable development of companies particularly in the West African Context. This research focuses on the contributionsoffair business practices from business to customers in term of customer satisfaction in relation to product quality. Data collection is performed with a questionnaire addressed to customers of two Small and Medium Enterprises (SMEs) andone Very Small Enterprise (VSEs) in BurkinaFaso. The quantitative datais processed using two different softwareSPSS and Sphinx IQ. The results show that in the three private companies there is a strong relationship between equity and customer satisfaction in relation to quality.The recommendation is that equity and fair practices should be observed for a better management system of companies and for a maximum satisfaction of customers.