Customer Experience Research for Taipei Popular Vegan Restaurant

Abstract

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

Date of Award	2019
Original language	English
Supervisor	Chun-Heng Ho (Supervisor)