Using the base case data in question 10, analyze how the value of a loyal customer (VLC) will change if the average customer defection rate varies between 15 and 40 percent (in increments of 5 percent) and the frequency of repurchase varies between 3 and 9 times per year (in increments of 1 year). Sketch graphs (or use Excel charts) to illustrate the impact of these assumptions on the VLC.
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