Customers are the first asset that require proper care because each one generates revenue that can sustain a firm. Customers are the company's kings, and they must be taken into consideration in order for it to successfully manage its business. At Apotek Iwos Farma Badung, the purpose of this study was to determine and validate the relationship between service quality, customer value, costumer delight, and customer loyalty. The respondents in this study were Apotek Iwos Farma Badung customers.This survey had 80 respondents, which was the set number. In this work, structural equation modeling analysis is performed using the Smart-PLS 3 program. The results of this study indicate that as a result, current services will be of greater quality. The findings of this study suggest that enhancing the quality of currently offered services will boost costumer delight. Customer delight can rise with good customer value. The quality of the current services has prevented a rise in loyalty of customer. Customer loyalty will be able to rise the higher the worth of current customers. However, Apotek Iwos Farma Badung has seen a boost in customer loyalty, but consumer delight has been unable to identify it.