[01] Theophile Bindeoue Nasse, Department of Marketing & Entrepreneurship, University of Business and Integrated Development Studies, Upper West, Ghana; Faculty of Economic and Management Sciences, Saint Thomas D’Aquin University, Ouagadougou, Burkina Faso.

Purpose – Ethical practices are necessary in marketing for customer satisfaction. The purpose of this paper is to show that fair practices from business to customers bring a particular dynamism that has some effects on companies’ performance in very low income countries. Design/methodology – This is an exploratory research, based on a constructivist posture. Data collection is implemented through some semi-structured interviews with some customers of two (2) private companies: one company in the field of professional training, and another company in the field of IT and printing. The qualitative data is transcribed by hand, and then a content analysis is implemented. Findings – The results show that internal equity has some effects on customer satisfaction in the context. Customer satisfaction proves that internal equity is implemented, through fair practices. Practical implications – This implies that companies in the context should offer fair products, fair services, and fair prices to increase customer satisfaction. Originality/novelty – To the best of author’s knowledge, this research addresses an under-researched area of how fair practices affect customer’s satisfaction, thus, their needs from the perspective of a very low-income country such as Burkina Faso. This research presents theoretical, conceptual and managerial contributions to boost profitability.

Internal Equity, Customer Satisfaction, Marketing, SMEs, Burkina Faso

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