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 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.
According to the passage, investments in service are comparable to investments in production and distribution in terms of the______.
选项 A、tangibility of the benefits that they tend to confer
B、increased revenues that they ultimately produce
C、basis on which they need to be weighed
D、insufficient analysis that managers devote to them
答案C
解析 根据短文，就需要考虑的投资的依据而言，服务投资应陔与生产投资和销售投资相当。第一段第二句说，就直接的和实际的效益(减少成本和和提高收入)而言，服务投资类似于生产投资和销售投资，它们一定要跟其他类型的投资保持平衡。
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