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系統識別號 U0026-0609201908500400
論文名稱(中文) 台北人氣VEGAN餐廳顧客體驗研究
論文名稱(英文) Customer Experience Research for Taipei Popular Vegan Restaurant
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 107
學期 2
出版年 108
研究生(中文) 施姵甫
研究生(英文) Pei-Fu Shih
學號 P36021150
學位類別 碩士
語文別 中文
論文頁數 107頁
口試委員 指導教授-何俊亨
口試委員-馬敏元
口試委員-陳璽任
口試委員-翁千惠
口試委員-丘增平
中文關鍵字 顧客體驗  Vegan餐廳  隱喻抽取技術  顧客旅程地圖 
英文關鍵字 Customer Experience  Vegan Restaurant  ZMET  Customer Journey Map 
學科別分類
中文摘要 在當前的體驗經濟時代下,vegan的趨勢正席捲世界。在vegan餐飲領域受到國際注目的台北vegan餐廳卻尚未有任何相關的顧客體驗研究。
本研究針對雙北市顧客以線上問卷取樣,票選出Loving Hut愛家光復店作為研究對象,並以隱喻抽取技術 (ZMET) 為基礎,納入顧客旅程地圖之架構製作共識地圖再進行分析。
研究成果顯示,在Loving Hut愛家光復店的顧客體驗中能夠獲得「愉悅開心」、「幸福滿足」、「受尊重認可」、「安全感」與「值得」等五個最具共識的價值。其中,餐點美味且選擇多元,能夠滿足個人或用餐同伴不同的飲食喜好,進而獲得「幸福滿足」是雙北顧客選擇Loving Hut愛家光復店的一大原因。
此外,餐廳營造出的環境氛圍延伸出「如家溫暖」、「和諧平靜」、「自在時光」等心理性抽象的感受效果則在顧客旅程的前段即為整段體驗打下體驗基調、對顧客如何描述這段體驗影響最為深遠。其中,「和諧平靜」的感受效果與顧客對「提供純植物性餐飲的vegan餐廳」想像與期待一致,可能是Loving Hut愛家光復店收獲青睞的原因之一。
本研究除了提供人氣vegan餐廳顧客體驗的研究成果供vegan餐廳業者參考之外,更調整以圖像隱喻為基礎的ZMET步驟、搭配顧客旅程地圖架構,進而完善顧客體驗的研究,以期能夠系統性而深入的檢視顧客體驗中顧客內心感受與體驗設計的對應。
英文摘要 While the vegan trend is rising in this era of the experience economy, there has not any related customer experience study on vegan restaurants in Taipei, the potential city which has won international attraction on vegan dining.
Based on New Taipei City and Taipei City customers, this study conducts online polling and takes Loving Hut Guang Fu Branch, voted as the most popular vegan restaurant, as the research object. By applying ZMET, we make the consensus map with the frame of Customer Journey Map and analysis the customer experience in the restaurant.
The research results show that the 5 most consensus values gained from customer experience in Loving Hut Taipei Guang Fu Branch are ‘Pleasure’, ‘Satisfying Happiness’, ‘Being well-respected’, ‘Security’ and ‘Worth’. Also, having delicious meals and multiple choices, which satisfying different kinds of dietary preferences of individual or dining companions and then gaining the value of ‘Satisfying Happiness’, is one of the major reasons why the Taipei customers choose Loving Hut Taipei Guang Fu Branch.
Besides, just in the front phase of the customer experience journey, the 3 psychological abstract effects, ‘Home-like Warmth’, ‘Harmony and Peace’ and ‘Carefree Time’, which extended from the atmosphere created by the restaurant build the basis for the whole experience and have the most profound impact on how the customers descript this experience. Among them, the ‘Harmony and Peace’ effect meets customers’ imagination and expectations on the vegan restaurant which offers a plant-based diet and maybe one of the reasons why Loving Hut Taipei Guang Fu Branch gains popularity.
In addition to providing the results of customer experience research in the popular vegan restaurant for the vegan restaurant industry as a reference, this research refines the ZMET procedure which is based on graphic metaphor by coordinating the framework of Customer Journey Map and further improve the research of customer experience in order to systematically and thoroughly examine the correspondence between customers’ inner feeling and experience design in customer experience.
論文目次 摘要 I
CUSTOMER EXPERIENCE RESEARCH FOR TAIPEI POPULAR VEGAN RESTAURANT II
致謝 IV
目錄 V
表目錄 VII
圖目錄 VIII
第 1 章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究範圍 5
第 2 章 文獻探討 6
2.1 VEGAN 餐廳的脈絡 6
2.1.1 Vegan 飲食習慣之定義 6
2.1.2 Veganism背後的動機與訴求 7
2.2 顧客體驗 10
2.2.1 體驗 Experience 10
2.2.2 顧客體驗 Customer Experience 11
2.2.3 顧客旅程Customer Journey 13
2.3 ZMET隱喻抽取技術 14
2.3.1 ZMET的九個基本前提 15
2.3.2 ZMET的訪談步驟 16
2.3.3 ZMET操作中的攀梯法 18
第 3 章 研究方法 20
3.1 研究流程 20
3.2 研究對象選定 20
3.3 顧客體驗調查 21
3.3.1 ZMET模擬訪談 21
3.3.2 ZMET訪談實施 22
3.4 顧客體驗分析 28
第 4 章 資料分析 29
4.1 研究對象選定:台北人氣VEGAN餐廳票選 29
4.1.1 票選結果統計 30
4.1.2 研究對象簡介 31
4.2 ZMET訪談部分之分析 31
4.2.1 ZMET訪談的共識地圖分析 32
4.2.2 加上顧客旅程時間軸檢視共識地圖 70
4.2.3 由ZMET訪談獲得的感官聯想與創意 72
第 5 章 結果與討論 84
5.1 LOVING HUT愛家光復店顧客體驗的共識 84
5.2 ZMET隱喻抽取技術結合顧客旅程概念 87
第 6 章 結論與建議 90
6.1 研究結論 90
6.2 研究建議 91
參考文獻 93
附錄 一 台北VEGAN餐廳人氣票選網路問卷 96
附錄 二 ZMET訪談說明文件 99
附錄 三 顧客體驗旅程表單 101
附錄 四 訪談紀錄表 103
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