¹Rakotovao Manovosoa Finaritra, ² Rakotomahenina Pierre Benjamin

¹Department of Business and Trade Management Engineering, Institut Supérieur de Technologie d’Antananarivo, Madagascar

²Department of Management, Faculty of Economics, Management and Sociology, University of Antananarivo, Madagascar

This article proposes to integrate internal marketing, perceived quality, perceived value, satisfaction and behavioural intention in the same model. The study was conducted with 200 healthcare staff and 200 patients. First, the results indicate the influence of internal marketing dimensions on perceived quality and satisfaction. In a second step, it turns out that perceived quality influences satisfaction and perceived value, which in turn impacts satisfaction. Finally, there is a relationship between, on the one hand, satisfaction and behavioural intention and, on the other hand, the perceived value and behavioural intention of consumers.

Internal marketing, perceived quality, trust, satisfaction, behavioural intention

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