Conducted by global market research firm Harris Interactive in conjunction with Marketshare, the Trust Based Commitment (TBC) Loyalty Model canvassed the opinions of more than 1,200 consumers in Hong Kong, across a wide range of mainly retail categories, including specialty stores, pharmacies, sportswear outlets, department stores and apparel chains.
While Ikea finished top of the list, it was followed by Toys R Us and Mannings respectively while the brands that faired poorly according to the survey were Ralph Lauren, Benetton and Esprit in the bottom three.
"They're not managing the consumer experience as well as they should be," said Stephan Sigaud, group president customer loyalty management, Harris Interactive.
"Engagement has more than an emotional connection, it needs to connect with your head and your heart, and brands need to offer more than just the fundamentals."
"They're letting themselves slip into a commodity status by not realising that they're missing a chance for consumer engagement," he added.
According to Sigaud, Hong Kong is the first Asia-Pacific market to use the TBC Loyalty Model, which has already been in use in other markets in the US and Europe.
He noted that now the first study had been completed, they would begin rolling out the model in other regional markets.
