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What is the average value of a loyal customer (VLC) in a target market segment if the average purchase price is $75 per visit, the frequency of repurchase is 6 times per year, the contribution margin is 10%, and the average customer defection rate is 25%? If a continuous improvement goal is set of a 20% defection rate next year and 15% two years from now, what are the revised VLCs over their average buying life?

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Operation Management, Management Studies

Category:- Operation Management
Reference No.:- M91753094

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