Incentives. Performance measures can sometimes generate inappropriate behavior
because of the way they are linked to formal or informal incentive structures. The
incentives linked to a certain performance can create pressure to focus on the easily
solved problems while ignoring more challenging problems (Bruttel, 2005). This creates a
creaming and parking behavior. Therefore, the incentive structures associated with
performance measures that is easy to place customers generate more attention
(creaming) while more difficult to place customers are effectively ignored (parking).