MARKETING PRACTICES AND THE DARK SIDE OF INEQUITY: A QUALITATIVE RESEARCH IN AFRICAN PRIVATE COMPANIES

Authors

DOI:

https://doi.org/10.51594/ijmer.v3i9.257

Abstract

Business ethics is capital for both customer satisfaction and growth in a world where competition is a distinctive constituent for companies’ unrelenting existence. The purpose of this research is to examine how ethical and fair practices affect customer satisfaction of companies in very low income countries. The research is centered on a constructivist design model with a qualitative approach that is inspired by the researcher’s experience of the context. Data collection is implemented in two (2) private companies, using a digital recorder and some semi-structured interviews. One company in the field of professional training, and one in the field of IT and printing. The data is transcribed by hand, and then a content analysis is made. The results show that equity has some effects on customer satisfaction, and thus on the overall growth of companies. The recommendation is that companies in the context should offer nondiscriminatory products and reasonable services to upturn customer satisfaction.

 Keywords: Business ethics, Equity, Customer satisfaction, Marketing, Burkina Faso.

Author Biography

Dr. Théophile Bindeouè Nassè, Simon Diedong Dombo University of Business and Integrated Development Studies / Saint Thomas D'Aquin University

Department of Marketing and Procurement

Published

2021-10-21

Issue

Section

Articles