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Why do so many businesses seek a pat on the back?

It has gotten to the stage where I refuse to participate in those "Tell is how we went" surveys.
You start a survey and the questions just keep on coming.
You might say the surveys are so the business can improve their service, but do they really?
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Shatterfly · 46-50, F
I wonder if they even read it.
Gusman · 61-69, M
@Shatterfly When I would complete the accommodation surveys I noticed the business would reply to many of them.