Analytical hierarchy process for estimating subscribers`' perception of brand equity Dimensions on Purchase Decision of Nigerian Mobile Telecommunication Services

Abstract

For firms that compete by providing similar services, the need to enhance brand equity in order to attract and retain customers which are the major reasons for the existence of most private firms, like mobile telecommunication companies in Nigeria cannot be overemphasized. Thus, this study estimates subscribers’ perceptions of brand equity of mobile telecom service providers in Nigeria. An analytic hierarchy process model was built, involving three stages of goal (determinants of purchase decision and satisfaction with telecom services through brand equity), the criteria were brand equity dimensions while the alternatives were the sub-criteria of each the brand equity dimensions. Using a cross-sectional survey design, primary data were collected from GSM subscribers of mobile telecom in Lagos state, Nigeria with the aid of a well-structured AHP-based questionnaire. This allowed for a pairwise comparison of each subscriber judgments of the influence of brand equity on the decision to patronise a service provider. Data collected were analysed and values were obtained for the consistency index and ratio, eigenvector, eigenvalue (λ_Max), priority weight, global ratings and ranks. The findings have practical implications on marketing and organisational strategies of the mobile telecommunication firms in particular and will positively strengthen the industry sustainable business performance at large.