IDEAS home Printed from https://ideas.repec.org/a/oap/ijossp/v10y2022i1p26-33id545.html
   My bibliography  Save this article

Customer Satisfaction and Repurchase: Why Fair Practices in African SMEs Matter

Author

Listed:
  • Theophile Bindeoue Nasse

Abstract

The use of fair practices in the treatment of customers is an imperative prerequisite for companies’ success in the West African context. Thus, equity and ethical marketing practices are vital to competitive and farsighted companies. The purpose of this research is to demonstrate how fair practices contribute to companies’ profitability. In addition, the present research examines the relationships between equity, customer satisfaction, and repurchase in Small and Medium Enterprises (SMEs). This is a post-positivist research design that uses a questionnaire for data collection in two private SMEs. The data is analyzed with Sphinx IQ and SPSS. The results first confirm that there is a strong association between equity and customer satisfaction. Second, the results also confirm that there is a strong association between equity and repurchase. Thus, the recommendation is that companies in the African context should emphasize fair marketing practices to future-proof their business in the face of customer loss and ferocious competition.

Suggested Citation

  • Theophile Bindeoue Nasse, 2022. "Customer Satisfaction and Repurchase: Why Fair Practices in African SMEs Matter," International Journal of Social Sciences Perspectives, Online Academic Press, vol. 10(1), pages 26-33.
  • Handle: RePEc:oap:ijossp:v:10:y:2022:i:1:p:26-33:id:545
    as

    Download full text from publisher

    File URL: https://onlineacademicpress.com/index.php/IJSSP/article/view/545/430
    Download Restriction: no

    File URL: https://onlineacademicpress.com/index.php/IJSSP/article/view/545/564
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oap:ijossp:v:10:y:2022:i:1:p:26-33:id:545. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Heather Rothman (email available below). General contact details of provider: http://onlineacademicpress.com/index.php/IJSSP/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.