Business strategies, especially in service industries, are increasingly being centred on the holistic design and delivery of a total customer experience that consistently delivers superior customer value. Customers are both rational and emotional. These experiences incorporate functional and affective attributes. They are designed to deliver both intrinsic and extrinsic value. By 'total experience' we mean the feelings customers take away from all their interactions with a firm (it may also be applied to branded products), the brand and atmospheric stimuli. The question is how well do firms manage the total experience. The experiential or feelings element includes a focus on the principles of service encounter evaluations as a specific strategy in the process of service provision. The atmospheric elements of the service environment are explored through the planning and management of the facilities that comprise the servicescape