原文已被隐藏，你可用 快捷键 - 或点击 显示原文 按钮来查看原文
第一段
1 .Listen to part of a lecture in a marketing class.
该句暂无译文！
第二段
1 .And that wraps up our discussion of how the retail sector, uh, ways in which retail managers deal with customer complaints.
该句暂无译文！
第三段
1 .So let's shift now to the service sector, which markets not goods but services, intangibles like transportation, food service, career counseling...
该句暂无译文！
2 .Oh, there are literally hundreds of examples.
该句暂无译文！
第四段
1 .Service providers must, of course, constantly strive to meet customers' needs.
该句暂无译文！
2 .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.
该句暂无译文！
第五段
1 .Some service failures are beyond an organization's control, like, uh, computer malfunction that leads to missed deadlines.
该句暂无译文！
2 .Other failures stem from process problems, like inadequate training for newly-hired employees.
该句暂无译文！
第六段
1 .Then there's human error.
该句暂无译文！
2 .Okay, imagine you manage a car rental agency.
该句暂无译文！
3 .A customer calls in a reservation, but your employee marks down the wrong date.
该句暂无译文！
4 .So your customer arrives and guess what, the size car he reserved isn't available.
该句暂无译文！
5 .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.
该句暂无译文！
第七段
1 .So if you are in the service industry, as a marketer, you always need some kind of service recovery plan.
该句暂无译文！
2 .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.
该句暂无译文！
第八段
1 .Service recovery encompasses all the actions taken to get a disappointed customer back to, uh, well, back to a state of satisfaction.
该句暂无译文！
2 .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.
该句暂无译文！
3 .Your customer would probably be happy, might even restore his faith in your company.
该句暂无译文！
4 .Research has in fact identified service recovery as a significant determinant of customer loyalty.
该句暂无译文！
第九段
1 .I see what you mean.
该句暂无译文！
2 .Every year£, my family goes on vacation together.
该句暂无译文！
3 .And a few summers ago, when we were in Chicago, it was really really hot. And guess what, the hotel's air conditioning broke and everyone was complaining.
该句暂无译文！
4 .What the hotel did...they actually didn't charge anybody for that weekend.
该句暂无译文！
5 .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.
该句暂无译文！
第十段
1 .Great example!
该句暂无译文！
2 .So in this case that hotel chain might consider itself the beneficiary of the so-called service recovery paradox.
该句暂无译文！
第十一段
1 .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.
该句暂无译文！
第十二段
1 .Yes, Ben?
该句暂无译文！
第十三段
1 .Wait a minute.
该句暂无译文！
2 .If a good service recovery creates more loyalty than, um, if things went smoothly from the get-go1 , why don't companies like make mistakes on purpose so?
该句暂无译文！
第十四段
1 .So you could implement a recovery plan that leave your customers delighted as opposed to merely satisfied?
该句暂无译文！
2 .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?
该句暂无译文！
第十五段
1 .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?
该句暂无译文！
2 .Because statistically about 50 percent of the customers don't complain about service failures, at least not to the service provider. But negative word of mouth, now, that got worse implications for your business.
该句暂无译文！
第十六段
1 .Also, you'd have to pay your employees to execute the service a second time.
该句暂无译文！
2 .Typically, a service recovery is gonna involve some kind of compensation, right?
该句暂无译文！
3 .So it is gonna cost your company some money that you are going have to account for in your budget.
该句暂无译文！
第十七段
1 .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.
该句暂无译文！
2 .How do consumers form expectations?
该句暂无译文！
3 .How do they react to different service recovery tactics?
该句暂无译文！
4 .Can we predict how any given customer will react to a given service failure?
该句暂无译文！
第十八段
1 .People's expectations, their priorities vary.
该句暂无译文！
2 .Like uh, if I am in a hurry, and the French fries I ordered at a fast food restauran aren't piping hot2,1 might not complain 'cause I got them fast.
该句暂无译文！
3 .But If I am not in a hurry, I might return the fries even if I had to wait for a fresh batch.
该句暂无译文！