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

admin2016-10-24  36
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.
The author uses the word "only" in the last line 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
答案B
解析 作者在全文最后一句用only很可能是为了强调投资改善服务具有较低的价值。第二段最后一句说，改善服务的唯一优点是它能够轻而易举地展示给客户。这就说明，改善服务的好处是有限的。
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