Assume Sal does not return the car and Anita is lost as a customer. What is the
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Question:
Assume Sal does not return the car and Anita is lost as a customer. What is the financial impact of this customer defection (hint: lost CLV) if she would have otherwise stayed with the firm for another 5 years, with the following average usage pattern under the Occasional Usage Plan in Boston: 2-hour rentals of the Mini each week and one- day rentals of the BMW 325 four times a year? Retention cost for Anita would have been $80 a year in rental coupons. Use a 5.25% annual discount rate for computing the present value of future cash flows1 and assume a 60% profit margin
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