Activity 2 During the last 6 months, a national chain of health clubs, spent £1,196,000
on increasing its customer base and acquired 92,000 new gym memberships.
At the start of the 6-month period, the gym club had 380,420 members. By
the end of the period, and despite spending a further £794,820 on retaining
existing members, 135,860 memberships had been cancelled.
a. What was the average customer acquisition cost (£)?
b. What was the average customer retention cost (£)?
c. What insight into relationship management do these statistics provide?
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2000 ENG
09/06/2021
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