With 'In the most extreme case, a stock-out might cause a customer to switch retailers, costing the lifetime value of that customer and others who might defect due to negative word-of-mouth.', is it rational to deduce 'A customer must stick with the same retailer once they choose one.'
In the most extreme case, a stock-out might cause a customer to switch retailers, costing the lifetime value of that customer and others who might defect due to negative word-of-mouth.###A customer must stick with the same retailer once they choose one.