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  3. You need a new vacuum cleaner. Several are on display--different prices, dif

You need a new vacuum cleaner. Several are on display--different prices, dif

游客2025-03-27  38
问题     You need a new vacuum cleaner. Several are on display--different prices, different features--but there are no clerks to be found. Finally a guy in a store vest slips past. You begin to ask questions, but he knows even less about vacuum cleaners than you do.
    Robert Odom, shopping at the Southcenter Mall near Seattle, finds "it’s harder to get waited on now. Many stores have one person covering a tremendous area. You’ve got to go looking to find a clerk."
    Retailing is big business in the United States. Every day, billions of transactions take place in the nation’s 1.4 million stores. Inventive technology speeds a staggering $2.5-trillion-a-year flow of purchases. But why do those bad encounters with salespeople continue to bother us so?
    When Yankelovich Partners asked 2,500 shoppers what was "most important to you regarding customer service," people ranked courtesy, knowledge ability and friendliness at the top. Almost two out of three said that salespeople "don’t care much about me or my needs."
    The American Customer Satisfaction Index, developed in 1994 at the University of Michigan’s National Quality Research Center, shows customer satisfaction declining about a point a year. Retailers now average a less-than- satisfactory 71 out of 100. Even top performers have slipped.
    What happened? John Goodman, president of Technical Assistance Research Programs, a customer-service consulting firm, told us, "To cut costs, many retailers made the mistake of trimming staff to the bone--with obvious consequences."
    How good is the help once you find it? Carol Cherry, founder of Shop’n Check, which monitors customer service for retailers and other clients, says, "One of the biggest problems we encounter is unknowledgeable and untrained salespeople." Bruce Van Kleeck, a vice president of the National Retail Federation, says, "We’re not training as much as we used to," and urges more ongoing training for veteran salespeople.
    The sad fact is, stores can get away with poor customer service because customers let them. Customer-service expert John Goodman estimates that about haft of customers continue to do business with firms they feel have mistreated them. This is "behavioral loyalty," explains Jeff Ellis of Maritz Marketing Research Inc. "We may bad-mouth a store after a bad experience, but we go back because it’s close to our house or carries items we like." [br] The example in paragraph 1 shows that the salesman needs improvement on ______.
选项 A、knowledge
B、politeness
C、friendliness
D、communication
答案 A
解析
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