High-quality customer service is preached by many，but actually keeping customers happy is easier said than done.

Shoppers seldom complain to the manager or owner of 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 other，and will no longer visit the specific store.For every dissatisfied customer，a store will lose up to three more due to negative reviews.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 shelves，overloaded racks，out-of-stock items，long check-out lines，and rude salespeople.

During peak shopping hours，some retailers solved the parking problems by getting moonlighting local police to work as parking attendants.Some hired flag wavers to direct customers to empty peaking spaces.This guidance got rid of 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 havin 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.

（  ）17.Why are store managers often the last to hear complaints？

A.Few customers believe the service will be improved.

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

C.Customers have no easy access to store managers.

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

17.B【解析】细节理解题。由第二段“Shoppers seldom complain to the manager or owner of retail store，but instead will alarm their friends，relatives，co-workers，strangers and anyone who wi1l listen.”可知，零售商往往是最后一个听到顾客抱怨的，因为顾客倾向于向自己的朋友、亲属、同事等人抱怨不愉快的购物经历。故选B。

（  ）18.Shop owners often hire moonlighting police as parking attendants so that shoppers_____.

A.can find their cars easily after shopping

B.won’t have trouble parking their cars

C.can stay longer browsing in the store

D.won’t have any worries about security

18.B【解析】细节理解题。由第五段第一句“During peak shopping hours，some retailers solved the parking problems by getting moonlighting local police to work as parking attendants.”可知，在购物高峰期，一些零售商通过雇佣当地兼职警察做停车场服务员来解决停车问题。故选B。

（  ）19.What contributes most to smoothing over issues with customers？

A.Design of the store layout.

B.Hiring of efficient employees.

C.Manners of the salespeople.

D.Huge supply of goods for sale.

19.C【解析】细节理解题。由倒数第三段最后一句“Most importantly，salespeople should be diplomatic and polite with angry customers.”可知，老练有礼貌的销售人员对解决顾客的问题最重要。故选C。

（  ）20.To achieve better shopping experiences，customers are advised to_____.

A.voice their dissatisfaction to store managers directly

B.shop around and make comparisons between stores

C.settle their disputes with stores in a diplomatic way

D.put pressure on stores to improve their service

20.A【解析】细节理解题。根据最后一段“Customers can also improve future shopping experiences by filing complaints to the retailer，instead of complaining to the rest of the world.”可知，作者建议顾客们直接把抱怨告诉商家。故选A。

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