Question

Most of us are expecting high-quality customer service in our daily life, but actually enjoying a happy purchase is easier said than done.

Shoppers seldom complain to the manager or owner of a retail store, but instead they will alert their friends, relatives, co-workers, strangers—and anyone who will listen.

Store managers are often the last to hear complaints, and often find out only when their regular customers decide to frequent their competitors, according to a study jointly conducted by Verde Group and Wharton School.

“Storytelling hurts retailers and entertains consumers,” said Paula Courtney, President of the Verde Group. “The store loses the customer, but the shopper must also find a replacement.”

On average, every unhappy customer will complain to at least four others, and will no longer visit the specific store. For every dissatisfied customer, a store will lose up to three more due to negative review. The resulting “snowball effect” can be disastrous to retailers.

According to the research, shoppers who purchased clothing encountered the most problems. Ranked second and third were grocery and electronics customers.

The most common complaints include filled parking lots, cluttered (塞滿了的) shelves, overloaded racks, out-of-stock items, long check-out lines, and rude salespeople.

During peak shopping hours, some retailers solved parking problems by getting moonlighting (業(yè)余兼職的) local police to work as parking attendants. Some hired flag wavers to direct customers to empty parking spaces. This guidance eliminated the need for customers to circle the parking lot endlessly, and avoided confrontation between those eyeing the same parking space.

Retailers can relieve the headaches by redesigning store layouts, pre-stocking sales items, hiring speedy and experienced cashiers, and having sales representatives on hand to answer questions.

Most importantly, salespeople should be diplomatic and polite with angry customers.

“Retailers who’re responsive and friendly are more likely to smooth over issues than those who aren’t so friendly,” said Professor Stephen Hoch. “Maybe something as simple as a greeter at the store entrance would help.”

Customers can also improve future shopping experiences by filing complaints to the retailer, instead of complaining to the rest of the world. Retailers are hard-pressed to improve when they have no idea what is wrong.

1.Why are store managers often the last to hear complaints?

A. Most customers won’t bother to complain even if they have had unhappy experiences.

B. Customers have no easy access to store managers.

C. Few customers believe the service will be improved.

D. Customers would rather relate their unhappy experiences to people around them.

2.What does Paula imply by saying “the shopper must also find a replacement” (Line 2, Para. 4)

A. New customers are bound to replace old ones.

B. Most stores provide the same kind of service.

C. Not complaining to manager causes the shopper some trouble too.

D. It is not likely the shopper can find the same products in other stores.

3.Shop owners often hire moonlighting police as parking attendants so that shoppers________.

A. can stay longer browsing in the store

B. won’t have trouble parking their cars

C. won’t have any worrier about security

D. can find their cars easily after shopping

4.What contributes most to smoothing over issues with customers?

A. Design of store layout.

B. Hiring of efficient employees

C. Huge supply of goods for sale.

D. Manners of the salespeople.

5.To achieve better shopping experiences, customers are advised to ________.

A. exert pressure on stores to improve their service

B. voice their dissatisfaction to store managers directly

C. settle their disputes with stores in a diplomatic

D. shop around and make comparisons between stores

Answer 1

1.D

2.C

3.B

4.D

5.B

【解析】

試題分析：本文講訴了消費(fèi)者與零售商之間關(guān)于意見處理的問題以及他們遇到問題之后應(yīng)該如何解決。

1. D細(xì)節(jié)理解題。根據(jù)第二段第一句Shoppers seldom complain to the manager or owner of a retail store, but instead they will alert their friends… who will listen.可知消費(fèi)者們遇到問題很少選擇向商店經(jīng)理反映，而是他們身邊的人。故選D

2. C推理分析題。根據(jù)上下文表明消費(fèi)者如果不向商家投訴，那么他們自己也不能得到好的服務(wù)和愉快的購(gòu)物經(jīng)歷。故選C

3. B細(xì)節(jié)理解題。根據(jù)第八段第三句This guidance eliminated the need for customers to circle the parking lot endlessly, and avoided confrontation between those eyeing the same parking space.可知商家雇請(qǐng)業(yè)余的警察來指揮是為了解決顧客停車的問題。故選B

4.Most importantly, salespeople should be diplomatic and polite with angry customers.可知解決問題最重要的是銷售人員的禮貌。故選D

5.Customers can also improve future shopping experiences by filing complaints to the retailer….可知消費(fèi)者應(yīng)該直接向銷售經(jīng)理提出意見。故選B

考點(diǎn)：考查議論文閱讀