“…The importance of the excitement factors increases when their performance is high, but they become unimportant when they underperform. The three-factor theory has been tested in different service settings such as: tourism Back, 2012;Caber, Albayrak, & Matzler, 2012;Coghlan, 2012;Füller et al, 2006;Mikulić & Prebežac, 2011); hospitality (Albayrak & Caber, 2014;Chang, Chen, & Hsu, 2010;Lee & Min 2013); e-commerce/mobile telecommunication services (Busacca & Padula, 2005;Caber, Albayrak, & Loiacono, 2013;Pezeshki, Mousavi, & Grant, 2009); B2B/retailing services (Arbore & Busacca, 2009;Matzler, Bailom, Hinterhuber, Renzl, & Pichler, 2004;Stan et al, 2007;Staus & Becker, 2012); and transportation (airline/airport) (Kuo & Jou, 2014;Mikulić & Prebežac, 2008). All these studies have shown important practical implications of the three-factor theory, such as organisational changes towards better service delivery and efficient budget allocation through better service improvements' prioritisation.…”