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  3. The fact that superior service can generate a competitive advantage for a co

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

游客2024-01-13  26
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 re- duction 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 man- agers 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 at- tract 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 author uses the word "only" in line 33 most likely in order to
选项 A、highlight the oddity of the service improvement.
B、emphasize the relatively low value of the investment in service improvement.
C、distinguish the primary attribute of the service improvement from secondary attributes.
D、single out a certain merit of the service improvement from other merits.
E、point out the limited duration of the actual service improvement.
答案 B
解析 作者为什么在L33使用“only”?A．强调服务提高的古怪。无。B．正确。强调提高服务投资相对低的作用。惟一有用之处是可以向顾客宣扬，而对提高竞争力无效，可见作用很有限。C．区别首要特征和次要特征。无。D．“other merits”文中未提。E．“limited duration”和这段叙述无关。
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