I Wayan Oka Sugarda, I Nengah Suardhika, I Ketut Setia Sapta


Customers are the first asset that must be taken care of properly because each customer will bring profits that can keep the business running. Customers are kings who must be considered in every need and desire for the company's success in running its business. This study aimed to test and confirm the relationship between the variables of service quality, customer value, customer delight, and customer loyalty at Apotek Iwos Farma Badung. Respondents in this study were customers of Apotek Iwos Farma Badung. The number of respondents in this study was set at 80 respondents. This study uses structural equation modeling analysis with the help of the Smart-PLS 3 program. The results of this study indicate that the better the quality of existing services will be able to increase customer delight. Good customer value will be able to improve customer delight. The quality of existing services has not been able to increase customer loyalty. The higher the value of existing customers will be able to increase customer loyalty. However, customer delight has not been able to determine the increase in customer loyalty.


service quality, customer value, customer delight, customer loyalty

Full Text:



Abadi, R.R., Nursyamsi, I., And Syamsuddin, A.R. (2020). Effect Of Customer Value And Experiential Marketing To Customer Loyalty With Customer Satisfaction As Intervening Variable (Case Study On Gojek Makassar Consumers). The Asian Journal of Technology Management. Indonesia: Vol. 13 No. 1: 82-97.

Alzoubi, H., Alshurideh, M. Kurdi, B.A., And Inairat, M. (2020) Do Perceived Service Value, Quality, Price Fairness And Service Recovery Shape Customer Satisfaction And Delight? A Practical Study In The Service Telecommunication Context. Uncertain Supply Chain Management. United Arab Emirates: (8) 579–588.

Ansori, M. M. (2014). Pengaruh Customer Delight terhadap Customer Loyalty pada Bank BRI Syariah di Kota Semarang. Jurnal Ekonomi dan Bisnis. Finn, A. 2005. Reassessing The Foundation of Customer Delight. Jurnal of Service Research, 8 (2): 104-116.

Chen, S.C. (2015) Customer Value And Customer Loyalty: Is Competition A Missing Link?. Journal Of Retailing And Consumer Services. Japan: (22) 107–116.

Desiyanti, N.L., Sudja, I.N., and Martini, L.K.B. (2018) Effect of Service Quality on Customer Satisfaction, Customer Delight and Customer Loyalty (Study on LPD Desa Adat Sembung and LPD Desa Adat Seseh). International Journal of Contemporary Research and Review. Denpasar: Volume 09, Issue 03.

Dubey, P., Bajpai, N., Guha, S., And Kulshreshtha, K. (2020) Mapping Gender And Marital Roles On Customer Delight By Value Perception For Mobile Technology In India. Technology In Society. India: (62) 101275.

El-Adly, M.I. (2018) Modelling The Relationship Between Hotel Perceived Value, Customer Satisfaction, And Customer Loyalty. Journal Of Retailing And Consumer Services. United Arab Emirates: Volume 50, Pages 322-332.

Fitriana G. P. and Divya, P. (2013) From Customer Satisfaction to Customer Delight: A New Trend in Hospitality Industry. Global Journal of Management and Business Studies. 3(5): h: 545-548.

Ganthika, D., and Wahdiniwaty, R. (2020). The Effect of Customer Value on Customer Loyalty at Bandung Tourist Location. In International Conference on Business, Economic, Social Science, and Humanities–Economics, Business and Management Track (ICOBEST-EBM 2019) (pp. 110-112). Atlantis Press.

Ghorbanzade, D., Mehrani, H., And Rahehagh, A. (2019) The Effect of Experience Quality on Behavioral Intentions Of Domestic Tourists In Visiting Water Parks. Cogent Business & Management. Iran: 6: 1580843.

Ghozali, I. (2011) Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2014) Model Persamaan Struktural: Konsep & Aplikasi Dengan Program Amos 16.0, Badan Penerbit Universitas Diponegoro, Semarang.

Griffin, J. (2005). Customer Loyalty. Jakarta: Penerbit Erlangga.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.

Hariri, A. dan Putri, A. (2009) Pengaruh Customer Delight terhadap Customer Loyalty pada Siswa LBPP-Lla Malang. Jurnal Ekonomi dan Bisnis, 14 (1), 70-79.

Harryani, S. (2017) Customer Relationship Management Influence On Customer Value, Product Quality And Service Quality In Improving Customer Satisfaction And Its Implication On The Customer Loyalty. Jurnal Ekonomi Bisnis. Universitas Gunadarma: Volume 22 No.2.

Iddrisu, A.M., Nooni, I.K., Fianko, And Mensah, K.S.W.( 2015) Assessing The Impact Of Service Quality On Customer Loyalty: A Case Study Of The Cellular Industry Of Ghana. British Journal of Marketing Studies. Accra-Ghana: Vol.3, No.6.

Indriyanti, I.S. and Irene, F. (2020) The Effect Of Waterpark Image Through Delight And Service Quality On Customer Loyalty. Media Bisnis. Jakarta Barat: Vol. 12, No. 2.

Iqbal, M.S., Hassan, M.U., and Habibah, U. (2017) Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business & Management. Pakistan: 5: 1423770

Ismail, A. and Yunan, Y.S.M. (2016) Service Quality as A Predictor of Customer Satisfaction And Customer Loyalty. Scientific Journal Of Logistics. Malaysia: 12 (4), 269-283.

Jeffany, Kosasih, H., Vinsen, and Purba, P.Y. (2021) The Influence of Customer Experience, Customer Delight, and Perception, and on Online Shopping Customer Loyalty (Case Study on Students in Medan City). Jurnal Mantik. Sumatera Utara: 5 (2) (2021) 670-678.

Keputusan Menteri Kesehatan Republik Indonesia No.1027/MENKES/SK/IX/ 2004 tentang Standart Pelayanan Kefarmasian.

Kim, M.J. and Park, C.J. (2019). Does Customer Delight Matter in the Customer Satisfaction-Loyalty Linkage?. Journal of Asian Finance, Economics and Business. Vol 6 No 3 (2019) 235-245.

Kotler, P. and Armstrong, G. (2012). Principles of Marketing. Pearson Educated Limited. Harlow, England.

Kheng, L.L., Mahamad, O., Ramayah, T. and Mosahab, R. (2010). The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia, International Journal of Marketing Studies, Vol. 2, No. 2, pp.57-66.

Ladhari, R., Ladhari, I. and Morales, M. (2011). Bank service quality: comparing Canadian and Tunisian customer perceptions. International Journal of Bank Marketing, Vol. 29 No. 3, pp.224 – 246.

Lai, I.K.W. 2015. The Roles of Value, Satisfaction, and Commitment in the Effect of Service Quality on Customer Loyalty in Hong Kong–Style Tea Restaurants. Cornell Hospitality Quarterly. Howard: Vol. 56(1) 118–138.

Leninkumar, V. (2016). The effect of service quality on customer loyalty. European Journal of Business and Management, 8(33), 44-49.

Lupiyoadi, R. (2013) Manajemen Pemasaran Jasa. Jakarta: Salemba Empat

Malik, M.E., Naeem, B. and Arif, Z. (2011). Impact of perceived service quality on banking customers’ loyalty. Interdisciplinary Journal of contemporary research in Business, Vol.3 No.8, pp.637-645.

Mosahab, R., Mahamad, O. and Ramyah, T. (2010). Service quality, customer satisfaction and loyalty; A test of mediation. International Business Journal, Vol.3 No.4, pp. 72- 80.

Parasuraman, A. Zeithaml, V. A., Berry, L. (1994) Alternative Scales For Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria. Journal of Retailing. 70(3).

Priyo, J.S., Mohamad, B., And Adetunji, R.R. (2019) An Examination Of The Effects Of Service Quality And Customer Satisfaction On Customer Loyalty In The Hotel Industry. International Journal of Supply Chain Management. Malaysia: Vol. 8, No. 1.

Rahi, S. (2016) Impact Of Customer Value, Public Relations Perception And Brand Image On Customer Loyalty In Services Sector Of Pakistan. Arabian Journal Of Business And Management Review. Pakistan : ISSN: 2223-5833.

Rahmawatie E. dan Santosa S. (2015) Sistem Informasi Perencanaan Pengadaan Obat di Dinas Kesehatan Kabupaten Boyolali. J Pseudocode. 2015;2:45–52.

Roberts-Lombard, M. And Petzer, D.J. (2018). Customer Satisfaction/Delight And Behavioural Intentions Of Cell Phone Network Customers – An Emerging Market Perspective. European Business Review. University Of Glasgow.

Romdonny, J., Juju, U. Jusuf, E., and Rosmadi, M.L.N. 2018. The Factors That Affect Customer Value And Its Impact On The Customer Loyalty. Budapest International Research And Critics Institute-Journal (Birci-Journal). Bandung, Indonesia: Volume I, No 4, Page: 299-305.

Sari, M dan Sukawati, R. 2020. Pengaruh Customer Delight Terhadap Customer Loyalty Denganservice Quality Sebagai Variabel Moderasi. E-Jurnal Manajemen. Vol. 9, No. 1: 278-299.

Sitorus, T. and Yustisia, M. 2018. The Influence Of Service Quality And Customer Trust Toward Customer Loyalty: The Role Of Customer Satisfaction. International. Journal For Quality Research. Indonesia: 12(3) 639-654.

Seto, S., Nita, Y., & Triana, L. (2015). Manajemen Farmasi 2: Edisi 4: Lingkup apotek, farmasi rumah sakit, industri farmasi, pedagang besar farmasi. Airlangga University Press.

Tjiptono, F. (2012) Strategi Pemasaran, ed. 3, Yogyakarta, Andi.

Wati, N.W., Kusuma, I.G.A.E.T., and Widnyana, I.W. (2020). Effect Of Service Quality And Corporate Image On Customer Delight And Loyalty Customer In BPD Bali, Gajah Mada Main Branch, Denpasar Bali. International Journal Of Contemporary Research And Review. 11 (11), 21914−21927.

Widyastuti, S. And Mu’afiah, A. (2015) Assessing The Effects Of Service Quality And Customer Delight Toward Customer Loyalty Of Small Medium Entreprise Blenger Burger. Forum Bisnis Dan Kewirausahaan. Jurnal Ilmiah STIE MDP. Universitas Pancasila: Vol. 4 No. 2.



  • There are currently no refbacks.

Copyright (c) 2023 I Wayan Oka Sugarda, I Nengah Suardhika, I Ketut Setia Sapta

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Flag Counter

Published by: 

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
+62 341 366222

Supported by: Association of International Business & Professional Management 

If you are interested to get the journal subscription you can contact us at

ISSN 2614-7432 (Print)
ISSN 2621-2862 (Online)

DOI: Prefix 10.32535 by CrossREF

International Journal of Applied Business and International Management (IJABIM) INDEXED:




In Process


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.