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Top Market Strategy by Elizabeth Rush Kruger

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A4.1 Define the Loyalty Index as the Proxy for Potential Profit per Item

Items 3.1–3.3 in columns P–R elicit the customers' commitment to JetSpray models, a dealer, and equipment so we defined the loyalty index as the aggregate of these components of customer loyalty. To calculate the loyalty index score for the first respondent (row 2), we clicked on cell BJ2 and entered “=SUM(P2:R2).” We obtained the loyalty index score for other respondents by copying and pasting this formula to BJ3 through BJ151.

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