2. 外语
  3. The fact that superior service can generate a competitive advantage for a company does not mean that every attempt at improving

The fact that superior service can generate a competitive advantage for a company does not mean that every attempt at improving

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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.
The passage suggests that bank managers failed to consider whether or not the service improvement mentioned in line 28
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 ol service to a level that was comparable with that of its competitors.
答案D
解析 L28所说的提高服务，没有被银行管理者考虑是否能：A．太复杂，不易对客户描述。反，此点是最易描述的。L34—35。B．造成客户在银行感觉的变化。无。C．客户多后，是否还能维持。无。D．正确。是否其他公司可以仿效创造。见原文L32—33。E．将此银行服务水准提高到和其竞争者同级别。无。
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