“…An increase in efficiency would signal better performance, benefiting customers in the form of improved services and lower prices (Usero & Asimakopoulos, 2013;Madden & Savage, 2001a). Crosscountry studies (e.g., Erber, 2005;Gokgoz & Demir, 2014;Torres & Bachiller, 2013) and single country studies (e.g., Lee, Park, & Oh, 2000;Moreno, Lozano, & Gutierrez, 2013;Uri, 2006) focus largely on the industry and firm level efficiency and productivity in developed countries. The few studies on emerging countries with middle incomes are country specific (e.g., Resende & Facanha, 2002;Sharma, Momaya & Manohar, 2010) or regional in focus (e.g., Cabanda, Ariff & Viverita, 2004;Moshi, Mwakatumbula & Mitomo, 2013;Torres & Bachiller, 2013).…”