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  3. The fact that superior service can generate a competitive advantage for a co

The fact that superior service can generate a competitive advantage for a co

游客2024-01-13  39
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. [br] 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.
E、degree of competitive advantage that they are likely to provide.
答案 C
解析 对服务投资和对生产、分配投资在哪点上是相同的?A．“tangibility of the benefits”。无。B．“increased revenues”。无。C．正确。需被衡量的标准。L7一10，都需以减少成本、增加收益这类的标准衡量。D．无效分析。在此处未提。E．竞争好处的程度。无。
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