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In order to have information about the reputation among customers, the head of the bank can initiate marketing surveys. These activities are necessary for the successful operation of the company. They make it possible to react promptly to the market situation and coordinate the strategy of development and operation of the enterprise in time. However, the survey of every tenth of the customer base has both advantages and disadvantages.
First of all, such sampling design will allow you to find out the opinion about the bank’s services. In this regard, the advantage of the survey of every tenth buyer will be the opportunity to really find out the opinion of consumers. During a written survey, clients often do not want to enter into a dialogue, and if they do, it is usually with standard phrases that they are satisfied with everything (Bougie & Sekaran, 2020). Therefore, conducting marketing research by calling warm customers will be effective. In this case, since every tenth client is interviewed, it is possible to find out the real opinion about the services without significant material and labor costs.
At the same time, the disadvantage of interviewing every tenth of the existing customer base will be the lack of opportunities to replenish the customer base. The bank will not receive new potential customers through this sampling design. In addition, the customer satisfaction survey contributes to the growth of the number of visitors to the account on social networks and on the company’s website (Bougie & Sekaran, 2020). However, the use of marketing research does not raise the activity of the bank’s website, which is another drawback of this sampling design. Thus, despite the fact that the survey of every tenth customer copes with the main task of identifying the opinion about the bank’s services, it does not perform indirect tasks of attracting new customers, like other sampling designs.
Reference
Bougie, R. & Sekaran, U. (2020). Research methods for business: A skill building approach. (8th ed.) John Wiley & Sons.
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