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Listen to part of a lecture in a marketing class.
請聽市場營銷課上的部分內容。
And that wraps up our discussion of how the retail sector, uh, ways in which retail managers deal with customer complaints.
到此我們關于零售業是如何......零售經理處理顧客投訴的方法就講完了。
So let’s shift now to the service sector, which markets not goods but services, intangibles like transportation, food service, career counseling...
那么現在讓我們轉向服務業吧，服務業營銷的不是商品而是服務，也可以說是無形的商品比如交通、餐飲服務、職業咨詢......
oh, there are literally hundreds of examples.
真要講起來有數百個例子。
Service providers must, of course, constantly strive to meet customers’ needs.
服務提供者當然必須不斷努力滿足顧客的需求。
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.
但是和零售業一樣，服務業會出現服務失敗的情況，在這種情況下顧客會產生不滿，可能會嚴重到再也不和你做生意的程度。
Some service failures are beyond an organization’s control, like, uh, computer malfunction that leads to missed deadlines.
一些服務失敗不在一個團隊的控制范圍內，比如電腦故障導致錯過了最后期限。
Other failures stem from process problems, like inadequate training for newly-hired employees. Then there’s human error.
其他失敗源于處理方面的問題，比如對新雇傭員工的培訓不足。然后就是人為錯誤。
Um, okay, imagine you manage a car rental agency.
想象一下你管理著一家汽車租賃公司。
A customer calls in a reservation, but your employee marks down the wrong date.
一位顧客打電話來做了一個預定，但是你的員工記錯了日期。
So your customer arrives and guess what? The size car he reserved isn’t available.
等你的顧客光臨時，你猜怎么著？他預定的那款車型沒有了。
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?
但是比起錯誤的來源，你的顧客更關心解決方案：你會如何處理這件事？你會提供怎樣的補償，怎樣的服務補救措施？
