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。

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.

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