2. 职称英语
  3. The fact that superior service can generate a competitive advantage for a compan

The fact that superior service can generate a competitive advantage for a compan

游客2024-01-12  32
问题 The fact that superior service can generate a competitive advantage for a company does not mean that every attempt at improving service will create such an advantage. Investments in service, like those in production and distribution, must be balanced against other types of investments on the basis of direct, tangible benefits such as cost reduction and increased revenues. If a company is already effectively on a par with its competitors because it provides service that avoids a damaging reputation and keeps customers from leaving at an unacceptable rate, then investment in higher service levels may be wasted, since service is a deciding factor for customers only in extreme situations.
This truth was not apparent to managers of one regional bank, which failed to improve its competitive position despite its investment in reducing the time a customer had to wait for a teller. The bank managers did not recognize the level of customer inertia in the consumer banking industry that arises from the inconvenience of switching banks. Nor did they analyze their service improvement to determine whether it would attract new customers by producing a new standard of service that would excite customers or by proving difficult for competitors to copy. The only merit of the improvement was that it could easily be described to customers. [br] The passage suggests that bank managers failed to consider whether or not the service improvement mentioned in lines 18-20
选项 A、was too complicated to be easily described to prospective customers
B、made a measurable change in the experiences of customers in the bank’s offices
C、could be sustained if the number of customers increased significantly
D、was an innovation that competing banks could have imitated
E、was adequate to bring the bank’s general level of service to a level that was comparable with that of its competitors
答案 D
解析 Inference
The question’s use of the word suggests means that the answer depends on making an inference. To answer this question, look at the entire second paragraph. Managers failed to think ahead. Would the service improvement attract new customers because other banks would find it difficult to copy? Or would the service improvement be easily imitated by competitors? The managers should have investigated this a ea before investing in improved service.
A The passage states the improvement cou d easily be described to customers (lines 28-29).
B No evidence in the passage shows that the managers failed to think about their customers’ experience in the bank.
C The passage does not imply that managers failed to consider an increase in clients.
D Correct. The managers did not wonder if other banks would copy their service improvement.
E Lines 8-12 imply that the bank enjoyec a comparable level of service before investing in service improvement.
The correct answer is D.
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