题目
High-quality customer service is preached (宣扬) by many, but actually keeping customers happy is easier said than done. Shoppers seldom complain to the manager or owner of a retail store, but instead 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 (塞满了的) 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 (业余兼职的) 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. 【小题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 would rather relate their unhappy experiences to people around them. C．Few customers believe the service will be improved. . D．Customers have no easy access to store managers. 【小题2】What does Paula Courtney imply by saying “…the shopper must also find a replacement” (Line 2, Para. 4) A．New customers are bound to replace old ones. B．It is not likely that the shopper can find the same products in other stores. C．Most stores provide the same kind of service. D．Not complaining to manager causes the shopper some trouble too. 【小题3】What contributes most to smoothing over issues with customers? A．Manners of the salespeople. B．Hiring of efficient employees. C．Huge supply of goods for sale. D．Design of store layout. 【小题4】To achieve better shopping experiences, customers are advised to ________. A．exert pressure on stores to improve their service B．settle their disputes with stores in a diplomatic way C．voice their dissatisfaction to store managers directly D．shop around and make comparisons between stores
High-quality customer service is preached (宣扬) by many, but actually keeping customers happy is easier said than done.
Shoppers seldom complain to the manager or owner of a retail store, but instead 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 (塞满了的) 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 (业余兼职的) 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.
【小题1】Why are store managers often the last to hear complaints?
【小题2】What does Paula Courtney imply by saying “…the shopper must also find a replacement” (Line 2, Para. 4)
【小题3】What contributes most to smoothing over issues with customers?
【小题4】To achieve better shopping experiences, customers are advised to ________.
Shoppers seldom complain to the manager or owner of a retail store, but instead 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 (塞满了的) 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 (业余兼职的) 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.
【小题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 would rather relate their unhappy experiences to people around them. |
| C．Few customers believe the service will be improved. . |
| D．Customers have no easy access to store managers. |
| A．New customers are bound to replace old ones. |
| B．It is not likely that the shopper can find the same products in other stores. |
| C．Most stores provide the same kind of service. |
| D．Not complaining to manager causes the shopper some trouble too. |
| A．Manners of the salespeople. |
| B．Hiring of efficient employees. |
| C．Huge supply of goods for sale. |
| D．Design of store layout. |
| A．exert pressure on stores to improve their service |
| B．settle their disputes with stores in a diplomatic way |
| C．voice their dissatisfaction to store managers directly |
| D．shop around and make comparisons between stores |
题目解答
答案
【答案】
【小题1】B
【小题2】D
【小题3】A
【小题4】C
【小题1】B
【小题2】D
【小题3】A
【小题4】C
解析
考查要点：本题主要考查学生对文章主旨、细节理解及推理判断能力。需要结合上下文，准确理解作者观点，并通过关键句分析选项。
解题核心思路：
- 定位关键句：根据问题关键词（如“store managers”“complaints”）快速定位相关段落。
- 排除干扰项：注意区分“直接信息”与“隐含推断”，如第2题需结合上下文理解引语的言外之意。
- 逻辑关系判断：如第3题需抓住文章强调的“服务人员态度”这一核心要素。
第（1）题
关键句：第2段首句“Shoppers seldom complain to the manager...will alert their friends, relatives...”
分析：顾客更倾向于向熟人倾诉不满，而非直接反馈给店主，导致店主最后得知问题。
选项排除：
- A错误：文中未提及“懒得投诉”；
- B正确：与原文“alert friends”一致；
- C/D错误：文中未涉及“对改进服务的怀疑”或“难以接触经理”。
第（2）题
关键句：第4段“Paula Courtney”引语“...the shopper must also find a replacement”
分析：顾客因原店问题需另寻替代，说明不向店主投诉会反向给顾客带来麻烦。
选项排除：
- D正确：与“find a replacement”隐含逻辑一致；
- A/B/C错误：均未体现顾客因未反馈而需自寻解决方案的因果关系。
第（3）题
关键句：倒数第2段“Most importantly, salespeople should be diplomatic and polite with angry customers.”
分析：文章强调服务人员的态度是平息顾客不满的核心，其他措施（如员工效率、商品供应）为辅助手段。
选项排除：
- A正确：直接对应“diplomatic and polite”；
- B/C/D错误：均为次要因素。
第（4）题
关键句：最后一段“Customers can also improve future shopping experiences by filing complaints to the retailer...”
分析：文章建议顾客直接向店主反馈问题，而非向外界抱怨，才能帮助店主改进服务。
选项排除：
- C正确：与“file complaints to the retailer”一致；
- A/B/D错误：均未体现主动反馈的建设性作用。