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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. | Yugoslav Journal of Operations Research 28 (2018), Number 2, 275–290 DOI: https://doi.org/10.2298/YJOR171104022O ANALYTICAL HIERARCHY PROCESS FOR ESTIMATING SUBSCRIBERS’ PERCEPTION OF BRAND EQUITY DIMENSIONS ON PURCHASE DECISION OF NIGERIAN MOBILE TELECOMMUNICATION SERVICES Emmanuel Olateju OYATOYE Business Administration Department, University of Lagos, Akoka, Lagos, Nigeria eoyatoye@unilag.edu.ng Sulaimon Olanrewaju ADEBIYI Business Administration Department, University of Lagos, Akoka, Lagos, Nigeria lanre18april@gmail.com Bilqis Bolanle AMOLE Accounting and Business Administration Department, Distance Learning Institute, University of Lagos, Akoka, Lagos, Nigeria bamole@unilag.edu.ng Received: January 2017 / Accepted: November 2017 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, 276 Oyatoye, et al. / .
