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In recent years, Israeli consumers have grown more demanding as they’ve become wealthier and more worldly-wise. Foreign travel is a national (1); this summer alone, one in 10 citizens will go abroad. (2)to higher standards of service elsewhere, Israelis are returning home expecting the same. American firms have also begun arriving (3)large numbers. Chains such as KFC, McDonald’s and Pizza Hut are(4)a new standard of customer service, using strict employee training and constant monitoring to (5)the friendliness of frontline staff. Even the American habit of telling departing customers to “Have a nice day” has(6)all over Israel. “Nobody wakes up in the morning and says, ‘Let’s be nicer,’” says Itsik Cohen, director of a consulting firm. “Nothing happens without competition.”Privatization, or the threat of it, is a motivation as well. Monopolies that until recently have been free to take their(7)for granted now fear what Michael Perry, a marketing professor, calls “the revengeful customer”. When the government(8)competition with Bezaq, the phone company, its international branch lost 40% of its market (9), even while offering competitive rates. Says Perry, “People wanted(10)for all the years of bad service.” The electric company, (11)monopoly may be short-lived, has suddenly stopped (12)users to wait half a day for a repairman. Now, appointments are (13)to the half-hour. The graceless El Al Airlines, which is already at auction, has restrained his (14)to emphasize service and is boasting about the results in an ad campaign with the(15). “You can feel the change in the air.” For the first time, praise outnumbers complaints on customer survey sheets.

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