An Evaluation of Government Service Quality in a Growing Democracy: National Democratic Congress in Ghana (2012–2016)

Abstract

ABSTRACTThis work proposes to extend widely applied technique for measuring service quality to the electoral domain. In particular, it seeks to analyze political service attributes that Ghanaian youth voters perceive as important and how in their opinion the National Democratic Congress 2012–2016 performs on these attributes using Importance-Performance Analysis. The study targeted 750 youth in six tertiary institutions across three regions: Northern, Ashanti, and Greater Accra regions. National security is rated number one in terms of both importance and performance. In addition health, road infrastructure, and social services emerged as the party’s strengths. Agriculture (an attribute in which the party is perceived as being weak) given adequate and appropriate resources could sustain national security and transform economy, education, youth development, and employment (factors in which the party has relative weaknesses) into strengths, which would enhance the party’s competitive position in national elections. This work makes significant contribution to political party marketing strategy process.