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

admin2019-11-17  11
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 line 27 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 servic e 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 Logical structure
The question asks you to consider the logic of the author’s word choice. The previous two sentences discuss why the service improvement was a wasted investment. In contrast, the final sentence turns to the sole advantage of the service improvement, which is trivial by comparison. The author uses only to modify merit in order to emphasize the minimal nature of this advantage.
A The passage does not indicate that the service improvement is somehow strange or peculiar.
B Correct. Only emphasizes the low value attached to the single benefit.
C No attributes of the service improvement are mentioned.
D Only signifies that there was one sole merit of the service improvement.
E The duration of the benefit is not discussed in the passage.
The correct answer is B.
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