The Place of Internal Equity in Customer Relationship Management

This book emphasizes the effects of internal equity on customers' satisfaction and their intentions of re-purchasing. It is a survey within the "Language Learning and Translation center" which investigate the concept of equity in the process of customer relationship management in marketing. This research thus connects various concepts as internal equity, customer satisfaction and their intentions of re-purchasing. It is thus to say that nowadays the practice of an ethical marketing is vital to companies' survival. It confirms the equity theory Underlined by URBAIN (1979); KOTLER and DUBOIS (2003); Morisson (2005). It is also a geomarketing tool since it helps to understand marketing and communication practices in Africa especially in West -Africa region. It is thus a book which may be interesting to national and international Marketing, Sales, and Communication managers investing in Africa to better understand their customers in order to adapt and personalize their products or their services.