Creating customer loyalty is one of the central tenets and principal objectives for a company. Customers’ repurchase intention , one of the major measurements for customer loyalty , is the object of this study. The article firstly carries out a literature review about the influencing factors of customers’repurchase intention and brings for2 ward the research questions of this study. Then , this paper takes durable goods industry in China as an example , employs the hierarchical linear models to analyze the variation of customers’repurchase intention at both individual and brand levels. Research results show that the percentage of individual level variance of customers’repurchase in2 tention is much higher than that of brand level variance for the durable goods industry in China. Further research re2 veals that companies should improve research on market segmentation and provide customized products and services to target markets , should make great efforts to improve customer satisfaction , and should avoid the image of low2 price2low2quality. Furthermore , companies could implement the policy of improving service quality or increasing the quality/ price ratio as low cost with high efficiency strategies to enhance customers’repurchase intention.