The purpose of this study is to investigate the effects between process quality and
outcome quality on customer satisfaction and customer delight towards fitness centers. Additionally, the effect of customer satisfaction, customer delight, and behavioral intention. Data were obtained 129 respondents using online survey and analyzed using Partial Least Squares technique. This result examines customer satisfaction had a significant effect on behavioral intentions. Also, customer delight
influenced customer satisfaction. In Indonesia, there are small investigation towards fitness industry, therefore, this study hoped to add insights on fitness centers.