Inrecentyears,Israeliconsumershavegrownmoredemandingasthey’vebecomewealthierandmoreworldly-wise.Foreigntravelisanationalpassion;thissummeralone,onein10citizenswillgoabroad.Exposedtohigherstandardsofserviceelsewhere,Israelisarereturninghomeexpectingthesame.Americanfirmshavealsobegunarrivinginlargenumbers.ChainssuchasKFC,McDonald’sandPizzaHutaresettinganewstandardofcustomerservice,usingstrictemployeetrainingandconstantmonitoringtoensurethefriendlinessoffrontlinestaff.EventheAmericanhabitoftellingdepartingcustomersto“Haveaniceday”hascaughtonalloverIsrael.“Nobodywakesupinthemorningandsays,‘Let’sbenicer,’”saysItsikCohen,directorofaconsultingfirm.“Nothinghappenswithoutcompetition.”Privatization,orthethreatofit,isamotivationaswell.MonopoliesthatuntilrecentlyhavebeenfreetotaketheircustomersforgrantednowfearwhatMichaelPerry,amarketingprofessor,calls“therevengefulconsumer.”WhenthegovernmentopenedupcompetitionwithBezaq,thephonecompany,itsinternationalbranchlost40%ofitsmarketshare,evenwhileofferingcompetitiverates.SaysPerry,“Peoplewantedrevengeforalltheyearsofbadservice.”Theelectriccompany,whosemonopolymaybeshort-lived,hassuddenlymoppedrequiringuserstowaithalfadayforarepairman.Now,appointmentsarescheduledtothehalf-hour.ThegracelessElAlAirlines,whichisalreadyatauction,hasrestraineditsemployeestoemphasizeserviceandisboastingabouttheresultsinanadcampaignwiththeslogan,“Youcanfeelthechangeintheair.”Forthefirsttime,praiseoutnumberscomplaintsoncustomersurveysheets.5.WhydidBezaq’sinternationalbranchlose40%ofitsmarketshare?
A
Because the rates it offered were not competitive enough.
B
Because customers were dissatisfied with its past service.
C
Because the service offered by its competitors was far better.
D
Because it no longer received any support from the government.
