The findings reveal that design was the most important construct linked to the outcome of customers’ experiences. The construct of design referred to the physical (or tangible) and observable elements that customers experienced during a visit. The findings reveal that design directly affects customers’ feeling of joy. Furthermore, the findings reveal that design indirectly affected customer loyalty. Consequently, design is a crucial construct in relation to both customers’ feelings of joy and customer loyalty. According to Bitner (1992), design is apt to influence customers’ attitudes towards service providers in all service settings