Again, consider the 3PL company which serves the automobile maker. Part shortages sometimes occur at the service centers, resulting in car owners unable to have the faulty part replaced in the car on time. This sometimes lead to car owners replacing the faulty part using alternative or non-genuine parts which may affect the overall performance of the car, which in turn affects the overall image of the car brand. In other situation, the unsatisfied car owner may just change the car to another brand, thus the car maker ends up losing an existing customer. This discussion may seem hypothetical but in fact is very real. By quantifying the actual money loss accrued due to a unit of a particular non-performing indicator, it will allow the 3PL provider to prioritize its operations towards fulfilling the more high-valued ones. Also, the penalties and incentives can then be related to a parameter of the same units.