Continuous Learning and Customer Value Creation in The Healthcare: Mediating Effects of Innovations Adoption Value Recognition

Authors

• Binto M. Binto, The Mwalimu Nyerere Memorial AcademyFollow
• Omari Khalifa Mbura, University of Dar es SalaamFollow

Abstract

This research investigates the influence of continuous learning on the effectiveness of customer value creation in the Tanzania’s healthcare system, with a specific focus on the mediating effects of innovation adoption value recognition. Using a cross-sectional design, data were collected from 360 healthcare professionals across three zonal referral hospitals in Tanzania. Data analysis employed a structural equation modelling using SMART-Partial Least Squares software version 4.0. The findings indicate that continuous learning enhances healthcare customer value creation both directly and indirectly. Also, innovation adoption value recognition serves as a mediating variable of the direct causal relationship, offering partial mediation effects between the continuous learning and healthcare customer value creation. The causal mediated relationship explicates a considerable proportion of the changes in healthcare customer value creation. Based on the findings, we conclude that the research enhances healthcare stakeholders’ understanding that CL significantly influences HCVC, both directly and indirectly through the mediating effects of IAVR. The findings establish that IAVR is essential in translating CL into the effectiveness of HCVC. The research presents its implications, limitations, and potential areas for further investigation.

Recommended Citation

Binto, Binto M. and Mbura, Omari Khalifa (2026) "Continuous Learning and Customer Value Creation in The Healthcare: Mediating Effects of Innovations Adoption Value Recognition," Business Management Review: Vol. 28: No. 2, Article 4.
Available at: https://doi.org/10.56279/bmrj.v28i2.9096