Internal marketing factors and performance of postal services in Tanzania

Tanzania post cooperation has experienced improper implementation of internal marketing. This situation has negatively affected job satisfaction and customer satisfaction. The overall objective of this study was to examine the IM factors and performance of postal services in Tanzania. Specifically, the study intended to examine the relationship between internal marketing factors, job satisfaction and business performance. The study was descriptive and explanatory in nature. T was quantitative study that interviewed a sample of 100 employees and 169 customers. Simple random and judgement sampling techniques were used to select the sample for employees and customers respectively. Data were analyzed by descriptive statistics and correlation analysis. The study revealed a strong positive relationship between IM factor and job satisfaction on performance while the relationship between job satisfaction and business performance was moderate. It was revealed further that employees as well as customers were not satisfied with services offered by the cooperation. This situation contributed to low business performance in terms of profitability and service quality. The conclusion was reached that improvement in implementation of internal marketing factors may lead to employees and customer satisfaction as well as improved business performance.