Revitalizing Public Institutions from Within: The Role of Internal Marketing in Enhancing Service Delivery in Tanzania

This study aims to examine the direct effects of internal marketing practices on employee service delivery performance in Tanzanian public institutions. The study is grounded in the Services Marketing Triangle Model, emphasizing internal marketing as essential for public service effectiveness. A cross-sectional design was employed, using a sample of 443 pensionable public servants selected through convenience sampling. Data were collected using structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling. Findings reveal that internal marketing practices positively influence employee motivation, job satisfaction, organizational commitment, and ultimately, service delivery performance. The study concludes that internal marketing is a critical yet underutilized strategy in Tanzanian public institutions. It recommends integrating structured internal marketing initiatives to enhance employee alignment and public service quality. Theoretically, the study extends the Services Marketing Triangle to the public sector in Tanzania. Empirically, it provides actionable insights for improving public sector performance through employee-focused reforms.