Source: OG

The fact that superior service can generate a competitive
advantage for a company does not mean that every attempt
at improving service will create such an advantage. Investments
in service, like those in production and distribution,
must be balanced against other types of investments on the
basis of direct, tangible benefits such as cost reduction and
increased revenues. If a company is already effectively on a
par with its competitors because it provides service that
avoids a damaging reputation and keeps customers from
leaving at an unacceptable rate, then investment in higher
service levels may be wasted, since service is a deciding
factor for customers only in extreme situations.

This truth was not apparent to managers of one regional
bank, which failed to improve its competitive position
despite its investment in reducing the time a customer had
to wait for a teller. The bank managers did not recognize
the level of customer inertia in the consumer banking
industry that arises from the inconvenience of switching
banks. Nor did they analyze their service improvement to
determine whether it would attract new customers by producing
a new standard of service that would excite customers
or by proving difficult for competitors to copy. The
only merit of the improvement was that it could easily be
described to customers.

Can we discuss what does 'only merit' means here. I will post the questions afterwards. Lets just share our views.

thanks
Patanjali

Lets try this:

The author uses the word “only” in line 23 most likely in order to
(A) highlight the oddity of the service improvement
(B) emphasize the relatively low value of the investment in service improvement
(C) distinguish the primary attribute of the service improvement from secondary attributes
(D) single out a certain merit of the service improvement from other merits
(E) point out the limited duration of the actual service improvement

- Pls explain how does the OA fit in our interpretation of 'only' that you suggested before reading the question/option.

actually this can be interpreted in 2 ways.

1. the value of investment was low i.e. the resources allocated(input) for the investment were less.

2. the output generated by the investment was low, which is stated in B
_________________

What is of supreme importance in war is to attack the enemy's strategy.

The author uses the word “only” in line 23 most likely in order to
(A) highlight the oddity of the service improvement
(B) emphasize the relatively low value of the investment in service improvement
(C) distinguish the primary attribute of the service improvement from secondary attributes
(D) single out a certain merit of the service improvement from other merits
(E) point out the limited duration of the actual service improvement

First of, you will notice that when the author mentioned the ONLY MERIT comment, he/she was explaining why the approach failed and that the author should have considered factors such as: (1) Will it attract new customers? and (2) Will it be easily imitated by competitors? Then sarcastically goes to say its only merit. To me, it conveyed a meaning that the author finds little value to the approach sought by the failed bank approach.

A. It's not odd.
B. This is the answer:
C. There are not primary/ secondary attributes discussed.
D. This is a trap. It did mention that but its for the purpose that when linked to the previous sentences show how little the approach has accomplished. B is better.
E. No such duration mentioned.

Answer: B

By tone and by structure, the author is pointing out how little helpful the approach was.