Abstract

The aim of this study is to examine the factors affecting voters’ political party loyalty. Several factors may affect voter loyalty. Among others, the current study scrutinizes subjective knowledge, involvement, satisfaction, information seeking intensity, risk and trust as prominent factors that may affect voter loyalty. Data analyses revealed that perceived risk exerts significantly positive effects on voter involvement and information seeking intensity. Further, voter involvement found to exert a significant effect on information seeking intensity. Research results confirm the effects of voter’s information seeking intensity on their subjective knowledge level and trust. Voter’s self confidence about making a right choice strongly affects their satisfaction from the decision. Yet, voters’ satisfaction, also, strongly affects re-voting and recommendation dimensions of voter loyalty. Research and managerial implications of these findings are discussed and some recommendations are provided.