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Listen to part of a lecture in a marketing class.
请听市场营销课上的部分内容。
And that wraps up our discussion of how the retail sector, uh, ways in which retail managers deal with customer complaints.
到此我们关于零售业是如何......零售经理处理顾客投诉的方法就讲完了。
So let’s shift now to the service sector, which markets not goods but services, intangibles like transportation, food service, career counseling...
那么现在让我们转向服务业吧，服务业营销的不是商品而是服务，也可以说是无形的商品比如交通、餐饮服务、职业咨询......
oh, there are literally hundreds of examples.
真要讲起来有数百个例子。
Service providers must, of course, constantly strive to meet customers’ needs.
服务提供者当然必须不断努力满足顾客的需求。
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.
但是和零售业一样，服务业会出现服务失败的情况，在这种情况下顾客会产生不满，可能会严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.
一些服务失败不在一个团队的控制范围内，比如电脑故障导致错过了最后期限。
Other failures stem from process problems, like inadequate training for newly-hired employees. Then there’s human error.
其他失败源于处理方面的问题，比如对新雇佣员工的培训不足。然后就是人为错误。
Um, okay, imagine you manage a car rental agency.
想象一下你管理着一家汽车租赁公司。
A customer calls in a reservation, but your employee marks down the wrong date.
一位顾客打电话来做了一个预定，但是你的员工记错了日期。
So your customer arrives and guess what? The size car he reserved isn’t available.
等你的顾客光临时，你猜怎么着？他预定的那款车型没有了。
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?
但是比起错误的来源，你的顾客更关心解决方案：你会如何处理这件事？你会提供怎样的补偿，怎样的服务补救措施？
