Factors influencing customer-based brand equity with repurchase intention towards RNS marketing company / Yasmin Hazwan Hanis Ho

Brands have been established to be a source of competitive advantage and have been forwarded as valuable asset for any organization (Aaker, 1991 & Gray, 2006). According Aaker (1991) brand equity consists of five dimensions which is brand awareness, brand image, perceived quality, brand loyalty and other proprietary assets. By that, the researcher wants to relate the customer based brand equity with repurchase intention which is RNS Marketing facing with various of competitor that usually very common with the tender business and the competitor company that already well establish in this fields. Even though this is the issues that RNS Marketing facing but they will be a repurchase customer that using RNS marketing as their supplier. In this research, the study on RNS Marketing was mainly focused on regular customer perspective. Repurchase intention is one of the indicators of consumer loyalty (Selin, Howard, Udd, & Cable, 1988; Fornell, Johnson, Anderson, Cha, & Bryant, 1996). Based on Reichheld and Schefter (2000), the cost of retaining consumers was much lower in long term whereby the increase of consumer's loyalty and purchasing will ultimately contribute huge income to the company.

The research objective of this study is to investigate the factors that will influence repurchase intention towards RNS Marketing. Next the second research objective is to investigate the factors of customer-based brand equity that has the strongest influence with repurchase intention towards RNS Marketing.

This research has been conducted by distributing questionnaire to the sector of government, private and others sector at Selangor and Kuala Lumpur. We are targeting the respondents in this area because of regular customer of RNS Marketing. The researcher has distributed exactly 50 questionnaires to the repurchase customer of RNS Marketing that divided into 3 sector which is government, private and others. The two factors of repurchase intention are perceived quality and brand image seems to be the important factors of regular customer to buy and use the product and service of RNS Marketing since there has a significant.