Factors influencing customers repurchase intentions (loyalty) towards caterpillar's product / Freda Fairuza Mohadalah

The issue of customers' loyalty is very crucial in today's businesses. They are believed to be the heart for every success of generating businesses nowadays. Thus, researcher has conducted a study by taking the sample population from the industrial customers of Sime Darby Industrial Sdn. Bhd. which is formally known as Tractors Malaysia Berhad the sole dealer for Caterpillars industrial equipment. The study is conducted to fulfill the purpose of the study which is to identify the factors that influences the customer's repurchase intentions towards Caterpillar's product, to discover the customer's perception towards the Caterpillar's product attribute, and to study customer's purchasing attitude for heavy industrial equipment. Hence, from the study, researchers can indicate that 72.5% of respondents use Caterpillar product, while the remaining 27.5% is not using the product for their heavy industrial activities. Researchers can identify that the factors influencing customers' repurchase intention is highly being influence by the brand and quality of the product with the highest percentage of 48.33% of the respondent. This is supported by the finding that indicate that 52.5% respondents is strongly agree with the statement of Caterpillar's brand name is perceived as high quality and reliable product, while 52.5% respondent is also strongly agree with the statement of Caterpillar's brand name is the reason for them to repurchase the product. Furthermore, the study also indicate that 58% or 70 customers is aware about Caterpillar's brand before they become the customers of the product. However, only 42% or 50 customers is not aware about the Caterpillar's brand. In a nutshell, apart from the for independent variables which is customer's satisfaction, quality services, salespeople and branding, branding influenced the repurchased intentions of Caterpillars' product the most. It play crucial roles to retained the customers and become the encourage for customer to purchase the product again as it satisfy their industrial needs and fulfil their requirement of doing the heavy industrial work well.