Evaluating the appropriateness of performance measures}

Sun-Shell, a chain of gasoline service stations, has a strategy of charging premium prices for its gasoline by providing excellent service such as attendants to pump gas, clean restrooms, and free air for tire inflation. Its balanced scorecard performance measures include: increase in operating income through cost reduction (Financial); market share in the overall gasoline market (Customer); wait time at the pump (Internal Business Processes); and employee bonus based on number of customers served (Learning and Growth). Indicate whether or not each of these performance measures is appropriate, given Sun-Shell's strategy.