Service Failures托福聽力原文翻譯及問題答案

Service Failures托福聽力原文翻譯及問題答案

一、Service Failures托福聽力原文：

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托福聽力中文翻譯：

旁白：在市場營銷課上聽一部分講座。

女教授：這就結(jié)束了我們對零售業(yè)的討論……嗯，零售經(jīng)理處理客戶投訴的方式。

現(xiàn)在讓我們轉(zhuǎn)向服務(wù)業(yè)，它的市場不是商品，而是無形的服務(wù)，如交通、食品服務(wù)、職業(yè)咨詢——哦，這里有數(shù)百個例子。

當(dāng)然，服務(wù)提供商必須不斷努力滿足客戶的需求。但是在零售業(yè)，也有一些服務(wù)失敗的例子，顧客不滿意，嗯，可能已經(jīng)到了不再與你做生意的地步。

有些服務(wù)故障超出了組織的控制范圍，例如導(dǎo)致錯過最后期限的計(jì)算機(jī)故障。其他失敗源于流程問題，如新雇用員工的培訓(xùn)不足。

嗯，然后是人為錯誤…嗯，哦，嗯，好吧，想象一下你管理一家汽車租賃公司?？蛻舸螂娫掝A(yù)訂，但您的員工記下了錯誤的日期。所以你的客戶來了，猜猜他預(yù)訂的車沒有了。但是，您的客戶更關(guān)心的是解決方案，而不是故障的根源——您對此采取了什么措施，您提供了什么樣的補(bǔ)償和服務(wù)恢復(fù)。

因此，如果你在服務(wù)行業(yè)，作為一名營銷人員，你總是需要某種服務(wù)恢復(fù)計(jì)劃。在發(fā)生故障之前，您的計(jì)劃必須到位。而且，它還必須及時傳達(dá)給組織中與客戶打交道的每個人，以便他們知道該做什么。

服務(wù)恢復(fù)包括為使失望的客戶恢復(fù)到滿意狀態(tài)而采取的所有行動。因此，如果您的汽車租賃公司無法提供客戶想要的大小的汽車，但您的政策是以相同的價格提供更寬敞的汽車，您的客戶可能會很高興。甚至可能恢復(fù)他對你公司的信心。事實(shí)上，研究已經(jīng)將服務(wù)恢復(fù)確定為客戶忠誠度的重要決定因素。

男學(xué)生：我明白你的意思了……每年我的家人都一起去度假……幾年前的夏天，當(dāng)我們在芝加哥的時候，天氣非常非常熱，你猜怎么著？酒店的空調(diào)壞了，大家都在抱怨。酒店做了什么，他們實(shí)際上沒有向任何人收取周末費(fèi)用。但有趣的是，盡管我們在那家酒店有過可怕的經(jīng)歷，因?yàn)樗麄兒芸炀桶矒崃宋覀儯覀兠看稳ブゼ痈缍紩≡谕患揖频辍?/p>

女教授：很好的例子！因此，在這種情況下，該連鎖酒店可能會認(rèn)為自己是所謂的服務(wù)恢復(fù)悖論的受益者。嗯，這個悖論基本上意味著，如果在服務(wù)失敗后發(fā)生公平的恢復(fù)，那么經(jīng)歷服務(wù)失敗的客戶可能會比最初滿意的客戶更忠誠。

是的，本？

男學(xué)生：等等，如果一個好的服務(wù)恢復(fù)比，嗯，如果事情從一開始就進(jìn)展順利，那么為什么公司不故意犯錯呢…

女教授：……所以你可以實(shí)施一個恢復(fù)計(jì)劃，讓你的客戶感到高興，而不僅僅是滿意？

聽著，第一次把事情做好總是更好的因?yàn)槟阍趺粗楞Ｕ撛谌魏吻闆r下都會成立？

此外，很難預(yù)測良好的服務(wù)恢復(fù)是否能夠克服服務(wù)故障的負(fù)面影響。那么那些從未引起你注意的失敗呢？因?yàn)?，?jù)統(tǒng)計(jì)，大約50%的客戶不會抱怨服務(wù)失敗，至少不會向服務(wù)提供商抱怨。但現(xiàn)在負(fù)面的口碑對你的生意有更壞的影響。

此外，您還必須向員工支付第二次執(zhí)行服務(wù)的費(fèi)用。通常，服務(wù)恢復(fù)會涉及某種補(bǔ)償，對嗎？所以這會讓你的公司損失一些錢，你必須在你的預(yù)算中說明。

事實(shí)上，我自己也在研究其中的一些問題，因?yàn)槲覀冃枰钊氲亓私饪蛻舻乃季S過程及其對服務(wù)恢復(fù)的反應(yīng)。消費(fèi)者如何形成預(yù)期？他們?nèi)绾螒?yīng)對不同的服務(wù)恢復(fù)策略？我們能預(yù)測任何給定客戶對給定服務(wù)故障的反應(yīng)嗎？

人們的期望和優(yōu)先事項(xiàng)各不相同。比如，如果我很忙，而且我在快餐店點(diǎn)的薯?xiàng)l不辣，我可能不會抱怨，因?yàn)槲页缘煤芸臁５绻也恢?，我可能會退回薯?xiàng)l，即使我不得不等待新的一批。

三、Service Failures托福聽力問題：

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托福聽力答案：

A1:正確答案：C

A2:正確答案：B

A3:正確答案：B

A4:正確答案：A

A5:正確答案：B

A6:正確答案：D

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