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Oyatoye, E.O., Adebiyi, S.O. 
ORCID: 0009-0001-0546-0060 and Amole, B.B.,
2018.
Analytical hierarchy process for estimating subscribers perception of brand equity dimensions on purchase decision of Nigerian mobile telecommunication services.
Yugoslav Journal of Operations Research, 28 (2), pp. 275-290.
ISSN 0354-0243
Abstract
Every firm that wants to compete in providing similar services, like those provided by the Nigerian mobile telecommunication firms must take brand equity seriously. By focusing on major telecom service providers in Nigeria, this study estimates subscribers perception of brand equity. To do this, a three-stage Analytical Hierarchical Process goal, criteria and sub-criteria were developed in order to weigh both the criteria and sub-criteria. In gathering data, a cross-sectional survey design was used. The primary data were collected from subscribers of Global System of Mobile Communication in Lagos state. The collection of data was enhanced by a well-structured Analytical Hierarchy Process questionnaire. In the same vein, a pairwise comparison of subscribers judgment, as it relates to how brand equity influences their decisions was done. This, as shown from the analyzed data, allowed customers to prioritize criteria and sub-criteria, in favour of their purchasing choice and satisfaction. Analyses of data were done. The values of the data were obtained for the consistency index and ratio, local rating and global ranks for each criteria and sub-criteria. What results, as this study demonstrates, is that the data have practical implications on marketing and organizational strategies of the mobile telecommunication industries. Important as well, the study founds that the data will positively strengthen the industry general sustainable business performance.
| Item Type: | Journal article | ||||||
|---|---|---|---|---|---|---|---|
| Publication Title: | Yugoslav Journal of Operations Research | ||||||
| Creators: | Oyatoye, E.O., Adebiyi, S.O. and Amole, B.B. | ||||||
| Publisher: | Univerzitet u Beogradu, Fakultet Organizacionih Nauka | ||||||
| Date: | 16 May 2018 | ||||||
| Volume: | 28 | ||||||
| Number: | 2 | ||||||
| ISSN: | 0354-0243 | ||||||
| Identifiers: |
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| Rights: | The Attribution-NonCommercial-ShareAlike 3.0 Serbia (CC BY-NC-SA) allows to copy and redistribute the material in any medium or format, remix, transform, and build upon it for non-commercial purposes, as long as appropriate credit is given to the original author(s), a link to the license is provided, it is indicated if changes were made and the new work is distributed under the same license as the original. | ||||||
| Divisions: | Schools > Nottingham Business School | ||||||
| Record created by: | Jonathan Gallacher | ||||||
| Date Added: | 24 Apr 2024 09:08 | ||||||
| Last Modified: | 24 Apr 2024 09:08 | ||||||
| URI: | https://irep.ntu.ac.uk/id/eprint/51306 |
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