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

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.