Internal Equity as a Factor of Companies' Economic Profitability. A comparative study of three private companies in Burkina Faso through a qualitative approach

      Аннотация: Internal equity in customer relationship management is often overlooked by companies in Burkina Faso, something that causes a lost in term of profitability. Equity and ethical practices in marketing are essential to the survival of Burkina enterprises especially in the present context of globalization, where values of fair trade are promoted and where competition is fierce. This research shows the contribution that fair business practices not only bring in term of companies’ economic development, but also to the eradication of poverty. To highlight the impact of internal equity on the economic profitability of Burkina companies some semi-structured interviews were performed to collect data with customers of two small and medium sized enterprises (SMEs) and one very small enterprise (VSE) in Burkina. Qualitative data is transcribed by hand. Finally, this study presents theoretical, conceptual and managerial contributions to optimize the economic profitabilityof companies in an environment where changes occur and cause difficulties, seizures, bankruptcies and a decline in profitability, thus exacerbating poverty in developing countries.

Ключевые слова: Customer satisfaction, Management., marketing, Internal equity, Customer repurchase, Economic profitability