ABSTRACT
The service sector in many African economies has outpaced both the agricultural and manufacturing sectors in terms of growth and contribution to gross domestic products. However, there is a gap in the conceptual focus on the potential for innovative activities to improve customer loyalty that harnesses the advantages of the experience economy in the service sector. Using the experience economy concept as a framework, this paper argues that services-oriented activities stand a chance of establishing robust customer loyalty. The arguments are situated within the Ghanaian and other African contexts. The paper draws analogies between the performance of services-oriented activities and how organisations can take advantage of the rising affluence in Africa to stimulate enriched customer experience. It proposes ideas for enhancing customer experiences in selected service sectors in Africa based on the four realms (aesthetic, education, escapism and entertainment) of experience as advanced by Joseph Pine and James Gilmore.
