Literature review: The fact that companies today are more interested in consistently delighting customers than just satisfying them has become a widely discussed problem in company procedures. In today's era, businesses are facing completions every minute and hence, they need to provide quality product and services to their customers to retain them in the competitive market and shape the customers with a level of satisfaction. On the other hand, recent studies have shown that satisfying customers is not enough to be able to retain them, because even satisfied customers can sometimes also be discouraged in certain companies, which shows that pleasing customers is as important as satisfying them, which results in a satisfied customer. Many companies now understand that satisfying customers with consistency and loyalty is not enough to motivate them to adhere to their products and services, but rather to delight and please them, which is only achievable when the customer is completely satisfied (Blackwell, Miniard, and Engel, 2006). Service providers consider that satisfied customers are not satisfied customers and cannot be retained for longer. To achieve this, businesses must go beyond pleasure satisfaction, because pleasure is considered a strong, emotional and positive response to products and services. Whereas pleasure depends on the emotion aroused by the consumer's response to the product or service (Oliver, Rust and Varki, 1997). Delighted customers are those who are often very satisfied customers. The authors went after Roche Diagnostic Systems, which transformed itself from a product-oriented company to a customer-oriented company with the credibility that...... middle of paper ...... and services related to his previous expectations while he defines this pleasure It is when the customer is not only satisfied with the product or service, but when he gets unexpected value and satisfaction. Delight comes when the customer is satisfied and surprised. On the other hand, Verma assumes that pleasure occurs when the consumer is extremely satisfied (Verma, 2003). As mentioned by Fournier and Mick (1999), as well as Keiningham, Goddard, Vavra and Iaci (1999), customer loyalty, satisfaction and satisfaction customer satisfaction is considered as the degree of focus given to target customers at each stage of the value chain, called customer value chain involvement (CVCI). Thus, by successfully retaining, satisfying, retaining and satisfying customers, companies can achieve higher profit margins and market share (Prahalad and Ramaswamy)., 2003).