Answer:
value of a loyal customer = $481,091 (to the nearest dollar)
Explanation:
The Value of a loyal customer (VLC) is the measure of loyalty shown by the customer in choosing a company over its direct competitors every time.
To calculate VLC, the following formula is used:
VLC = (purchase price) × (contribution margin) × (repurchase frequency) × (buyer's life cycle).
From the list of data in the question, you will notice that 'buyer's life cycle (BLC)' is not given. Now, let us calculate BLC.
BLC = 1 ÷ (defection rate)
Defection rate = 22% = 22/100 = 0.22
∴ BLC = 1 ÷ (0.22) = 1/0.22 (do not round intermediate calculations)
∴ VLC = 63,000 × 0.28 × 6 × (1/0.22)
= $481,091 (to the nearest dollar)