Efficiency and Productivity Measures for High Contact Services

Measuring performance in high contact services has proven difficult largely due to the fact that production and sales occur simultaneously and 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 summarizing desirable and undesirable components of service efficiency and productivity indicators is included, and a measurement approach is proposed Using this new perspective on simultaneity and heterogeneity, services will be able to better track and improve performance.