The study aimed to test hypotheses about how providing and receiving great service affects people psychologically and physiologically. It had two phases: phase one used Neurosense's BrainLink software to measure non-conscious emotions and attitudes of Canada, UK, Mexico, and Australia participants. Phase two measured heart rate, breathing, and skin response of UK participants viewing service videos. The results supported all hypotheses: great service feels good; is good for your health; feels as good to provide as receive; and people have a desire to pass on the good feeling. The implications are that great service improves health and American Express should continue focusing on excellent customer service.