In this article we are interested in the links between the dimensions of perceived quality, satisfaction and loyalty in the context of taxi-brousses. In addition, we investigate the moderating role of price on the link between satisfaction and loyalty. After a clarification of the concepts of perceived quality, satisfaction, fair price and loyalty, we propose a research model. The model is constructed on the assumption that in the bush cab transport context, perceived quality has an impact on satisfaction and loyalty. Moreover, fairness of price moderates the relationship between satisfaction and loyalty. Data from a survey of 112 passengers from Antananarivo-Antsirabe destination were processed using structural equations. The results partly confirm our hypotheses, in particular the influence of quality dimensions on loyalty and the moderating role of fair pricing. We conclude our article on the limitations of the study and the prospects for future research.

Keywords : Perceived quality, satisfaction, loyalty, price, taxi-brousse