Quality Dimensions of Political Parties’ Website Services That Satisfy Voters in the Political Marketing

Abstract

The present research investigates the quality dimensions of the Greek Parliaments’ political parties’ websites in an off-campaign period, one year before the legislative elections 2019. The hypotheses are based on political marketing background theory with emphasis on variables from different e-service quality models and effective web-design dimensions. The authors use a sample of 400 voters to make the survey. Respectively, the useful content and esthetic design were the most significant dimensions of the voters’ perception about the political websites’ quality. Theoretical discussion and managerial implications on how to organize the political websites’ services to attract more voters are provided based on the research findings.

KEYWORDS:

• Digital marketing
• e-politics
• political marketing
• political websites