EFFICIENCY AND PRODUCTIVITY MEASURES FOR HIGH CONTACT SERVICES

Measuring performance in high contact services has proven difficult la rgely due to the fact that production and sales occur simultaneously a nd because the services provided are heterogeneous. This article shows that the simultaneity and heterogeneity of services need not detract from the usefulness of performance indicators. A discussion summarizin g desirable and undesirable components of service efficiency and produ ctivity indicators is included, and a measurement approach is proposed . Using this new perspective on simultaneity and heterogeneity, servic es will be able to better track and improve performance.