| Value of a Loyal Customer | ©Cengage Learning |
| Enter data only in yellow cells. | Not for commercial use. |
| Revenue per unit | $100.00 |
| Percent contribution margin to profit and overhead | 50.0% |
| Repurchase frequency (purchases/year) | 0.25 |
| Defection rate | 0.4 |
| Buyer's life cycle | 2.50 |
| VLC | $31.25 |