Service Failures托福听力原文翻译及问题答案

Service Failures托福听力原文翻译及问题答案

一、Service Failures托福听力原文：

NARRATOR:Listen to part of a lecture in a marketing class.

FEMALE PROFESSOR:And that wraps up our discussion of how the retail sector…uh,ways in which retail managers deal with customer complaints.

So let's shift now to the service sector,which markets not goods,but services—intangibles like transportation,food service,career counseling—oh,there're literally hundreds of examples.

Service providers must,of course,constantly strive to meet customers'needs.But as in retail,there are instances of service failure in which the customer is dissatisfied,uh,perhaps to the point of not doing business with you anymore.

Some service failures are beyond an organization's control,like a computer malfunction that leads to missed deadlines.Other failures stem from process problems,like inadequate training for newly hired employees.

Uh,then there's human error…Uh,oh,um,ok,imagine you manage a car rental agency.A customer calls in a reservation,but your employee marks down the wrong date.So your customer arrives,and guess what—the size car he reserved isn't available.But your customer is less concerned about the source of the failure than the solution—what you do about it,what sort of compensation,what service recovery you give.

So,if you're in a service industry,as a marketer,you always need some kind of service recovery plan.Your plan must be in place before a failure occurs.And it must also be communicated promptly to everyone in your organization who deals with customers so they'll know what to do.

Service recovery encompasses all the actions taken to get a disappointed customer back to,uh well,back to a state of satisfaction.So,if your car rental agency couldn't provide the size car your customer wanted,but your policy is to provide a roomier car for the same price,your customer would probably be happy.Might even restore his faith in your company.Research has,in fact,identified service recovery as a significant determinant of customer loyalty.

MALE STUDENT:I see what you mean…every year my family goes on vacation together…and a few summers ago,when we were in Chicago,it was really,really hot,and uh,guess what?The hotel's air conditioning broke,and everyone was complaining.What the hotel did,they actually didn't charge anybody for that weekend.But the funny thing is that even though we had that horrible experience at that hotel,because they were so quick to appease us,we usually stay at that same hotel every time we go to Chicago.

FEMALE PROFESSOR:Great example!So,in this case,that hotel chain might consider itself the beneficiary of the so-called service recovery paradox.Um,the paradox basically implies that customers who experience a service failure,well,they could potentially be made more loyal than customers who were satisfied in the first place—if an equitable recovery occurred after the failure.

Yes,Ben?

MALE STUDENT:Wait a minute,if a good service recovery creates more loyalty than,um,if things went smoothly from the get-go,why don't companies,like,make mistakes on purpose so…

FEMALE PROFESSOR:…So you could implement a recovery plan that'll leave your customers delighted as opposed to merely satisfied?

Look,it's always better to do things right the first time.'Cause how-how can you know that the paradox will hold true in every situation?

Plus,it's hard to predict if a good service recovery will overcome the negative effect of a service failure.And what about all those failures that never come to your attention?Because,statistically,about 50 percent of customers don't complain about service failures—at least not to the service provider.But negative word of mouth—now that’s got worse implications for your business.

Also,you’d have to pay your employees to execute the service a second time.Typically a service recovery's gonna involve some kind of compensation,right?So it's gonna cost your company some money that you're going to have to account for in your budget.

I've actually been researching some of these issues myself,'cause what we need is a deeper understanding of customers’thought processes and their reactions to service recoveries.How do consumers form expectations?How do they react to different service recovery tactics?Can we predict how any given customer will react to a given service failure?

People's expectations,their priorities vary.Like,uh,if I'm in a hurry,and the French fries I order at a fast-food restaurant aren't piping hot,I might not complain,'cause I got'em fast.But if I'm not in a hurry,I might return the fries,even if I had to wait for a fresh batch.

二、Service Failures托福听力中文翻译：

旁白：在市场营销课上听一部分讲座。

女教授：这就结束了我们对零售业的讨论……嗯，零售经理处理客户投诉的方式。

现在让我们转向服务业，它的市场不是商品，而是无形的服务，如交通、食品服务、职业咨询——哦，这里有数百个例子。

当然，服务提供商必须不断努力满足客户的需求。但是在零售业，也有一些服务失败的例子，顾客不满意，嗯，可能已经到了不再与你做生意的地步。

有些服务故障超出了组织的控制范围，例如导致错过最后期限的计算机故障。其他失败源于流程问题，如新雇用员工的培训不足。

嗯，然后是人为错误…嗯，哦，嗯，好吧，想象一下你管理一家汽车租赁公司。客户打电话预订，但您的员工记下了错误的日期。所以你的客户来了，猜猜他预订的车没有了。但是，您的客户更关心的是解决方案，而不是故障的根源——您对此采取了什么措施，您提供了什么样的补偿和服务恢复。

因此，如果你在服务行业，作为一名营销人员，你总是需要某种服务恢复计划。在发生故障之前，您的计划必须到位。而且，它还必须及时传达给组织中与客户打交道的每个人，以便他们知道该做什么。

服务恢复包括为使失望的客户恢复到满意状态而采取的所有行动。因此，如果您的汽车租赁公司无法提供客户想要的大小的汽车，但您的政策是以相同的价格提供更宽敞的汽车，您的客户可能会很高兴。甚至可能恢复他对你公司的信心。事实上，研究已经将服务恢复确定为客户忠诚度的重要决定因素。

男学生：我明白你的意思了……每年我的家人都一起去度假……几年前的夏天，当我们在芝加哥的时候，天气非常非常热，你猜怎么着？酒店的空调坏了，大家都在抱怨。酒店做了什么，他们实际上没有向任何人收取周末费用。但有趣的是，尽管我们在那家酒店有过可怕的经历，因为他们很快就安抚了我们，我们每次去芝加哥都会住在同一家酒店。

女教授：很好的例子！因此，在这种情况下，该连锁酒店可能会认为自己是所谓的服务恢复悖论的受益者。嗯，这个悖论基本上意味着，如果在服务失败后发生公平的恢复，那么经历服务失败的客户可能会比最初满意的客户更忠诚。

是的，本？

男学生：等等，如果一个好的服务恢复比，嗯，如果事情从一开始就进展顺利，那么为什么公司不故意犯错呢…

女教授：……所以你可以实施一个恢复计划，让你的客户感到高兴，而不仅仅是满意？

听着，第一次把事情做好总是更好的因为你怎么知道悖论在任何情况下都会成立？

此外，很难预测良好的服务恢复是否能够克服服务故障的负面影响。那么那些从未引起你注意的失败呢？因为，据统计，大约50%的客户不会抱怨服务失败，至少不会向服务提供商抱怨。但现在负面的口碑对你的生意有更坏的影响。

此外，您还必须向员工支付第二次执行服务的费用。通常，服务恢复会涉及某种补偿，对吗？所以这会让你的公司损失一些钱，你必须在你的预算中说明。

事实上，我自己也在研究其中的一些问题，因为我们需要更深入地了解客户的思维过程及其对服务恢复的反应。消费者如何形成预期？他们如何应对不同的服务恢复策略？我们能预测任何给定客户对给定服务故障的反应吗？

人们的期望和优先事项各不相同。比如，如果我很忙，而且我在快餐店点的薯条不辣，我可能不会抱怨，因为我吃得很快。但如果我不着急，我可能会退回薯条，即使我不得不等待新的一批。

三、Service Failures托福听力问题：

Q1:1.What is the lecture mainly about?

A.The most common causes of service failures

B.Effective strategies for preventing service failures

C.The importance of having a plan to address service failures

D.Ways in which different industries respond to service failures

Q2:2.Why does the professor talk about a car rental agency?

A.To demonstrate the importance of employee training

B.To introduce the concept of service recovery

C.To point out that most service failures are within a company's control

D.To point out that it is costly to implement a service recovery plan

Q3:3.Why does the student mention his experience at a hotel in Chicago?

A.To show how complaints about a negative experience can hurt a business

B.To illustrate a surprising result of a successful service recovery

C.To give an example of an ineffective service recovery

D.To stress the importance of preventive maintenance in the hotel industry

Q4:4.What is the professor's opinion of the service recovery paradox?

A.It should not be relied on as a way to increase customer loyalty.

B.It does not produce long-lasting benefits for the service provider.

C.It is more common in the hotel industry than in other service industries.

D.It can only be beneficial if the customer is not aware of the original failure.

Q5:5.What point does the professor make when she mentions a fast-food restaurant?

A.Service failures should be analyzed from the service provider's perspective.

B.A customer's reaction to a service failure can vary under different circumstances.

C.It is important for service managers to identify the source of a service failure.

D.Some service industries are more vulnerable than others to service failures.

Q6:6.Why does the professor say this:(PROFESSOR)How do consumers form expectations?How do they react to different service recovery tactics?Can we predict how any given customer will react to a given service failure?

A.To review the main points of the lecture

B.To suggest topics for the students'next research assignment

C.To indicate possible reasons why negative word of mouth is damaging to businesses

D.To specify where research is needed to better understand service recovery

四、Service Failures托福听力答案：

A1:正确答案：C

A2:正确答案：B

A3:正确答案：B

A4:正确答案：A

A5:正确答案：B

A6:正确答案：D

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