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. Invest-
ments in service, like those in production and distribution,
5) 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 thatavoids a
damaging reputation and keeps customers from
(10) 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
(15) 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
(20) determine whether it would attract new customers by pro-
ducing a new standard of service that would excite cus-
tomers or by proving difficult for competitors to copy. The
only merit of the improvement was that it could easily be
described to customers.
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 cus tomers or by proving difficult for competitors to copy.
银行经理既没有注意到在银行业中客户因不便而更换银行所(给特定银行)带来的客户增加水平。也没有认识到他们(特定银行)提升服务水平的(效果)是取决于(1)通过提供新的服务标准而吸引客户还是(2)通过增加竞争对手的模仿难度(而保持优势)。
没有去查,手头只有OG12,我的理解是这样。水平有限,请多指教。
可不可以理解为: 银行经理们没有意识到由于转换银行带来的不便所造成的顾客懒惰的程度。(换言之,就是银行没有意识到 顾客有多么懒得换银行。)
嘻嘻,不知道理解对不对,不过很谢谢你,我比较明白了~~ 如果我理解有偏差,麻烦帮忙指正!
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