Clustering and customer value to enhance the competitive advantages of the palm and date sector in the Jericho governorate

Abstract

Purpose This study aims to develop a comprehensive strategy for creating and enhancing customer value in the palm and date sector in Jericho Governorate by leveraging the potential of palm and date clusters. Design/methodology/approach A quantitative methodology was adopted using partial least squares structural equation modeling (PLS-SEM) via SmartPLS 4. Data were collected from 40 participants representing 10 palm and date companies operating within the Jericho cluster. Findings The results reveal that clustering exerts a significant and positive effect on both customer value and competitive advantage. Furthermore, customer value plays a partial mediating role between clustering and competitiveness, underscoring its strategic importance in achieving market differentiation and sustainable growth. Research limitations/implications The study offers actionable guidance for policymakers and stakeholders seeking to strengthen the palm and date sector through cluster-based development strategies that prioritize customer value creation and sustainable performance. Originality/value This study provides one of the first empirical examinations of how mechanisms drive customer value creation and enhance competitiveness in the palm and date sector in Palestine. The findings highlight the role of clusters as engines of innovation, knowledge sharing and collaborative advantage, offering novel insights for both scholars and practitioners.