This paper introduces a new model that differentiates between controllable and uncontrollable bad outputs in the measurement of firm performance; the airline industry is used as the empirical example. The model allows us to measure technical inefficiency, as well as the inefficiency in the production of bad outputs, and the inefficiency in the investments allocated to the reduction of uncontrollable bad outputs. Moreover, we provide a direct measure of the total cost of controllable bad outputs. As the model involves a number of latent (unobservable) variables that cannot be easily integrated out of the likelihood function without producing complicated expressions, we resort to Bayesian techniques. We find notable differences in inefficiency across airlines. More importantly though, we find that the production of bad or undesirable outputs impose significant costs on airlines. However, these cost issues could be reduced if airlines invest more in maintenance and service training.