本研究應用文字探勘技術，深入研究烘焙DIY體驗空間的顧客價值和服務流程，以釐清關鍵管理議題，提供未來發展趨勢的建議與指導。
本研究結合文字探勘主題分析法與服務設計理論，對線上評論進行系統性的分類和分析。經由對過去相關文獻的探討，研究者對主題進行定義並建立專屬的主題詞庫，進而使評論在顧客價值和服務流程兩方面進行精確的主題分析。另本研究進一步依照評論內文所涵蓋的資源、活動以及情境對主題分析結果進行更深度的解析。
本研究發現，在烘焙DIY體驗空間的顧客評論中，情感價值的闡述特別明顯，具體表現在「親切」、「態度」以及「樂趣」等關鍵詞的高頻出現。同時，大部分的評論都強調了顧客與員工的互動教學過程。本研究進一步針對低分評論進行分析，發現較缺乏經驗的顧客，在評價互動教學過程時，經常提及工作人員態度不佳、催促、時間壓力以及感受到壓力等情況。
綜合上述，本研究以實證的方式揭露顧客的痛點並提出改善方案。未來研究可以針對更大的樣本群體、更廣的研究範疇進行研究，並將研究成果應用於其他手作體驗產業，以提供更具體和可行的管理策略建議以及未來發展方向的指引。

This study applies text mining techniques to investigate the customer value and service process of DIY baking spaces with the goal to clarify key management issues and provide guidance and suggestions for future development.
This research combines text mining topic analysis methods and service design theory to systematically classify and analyze online reviews. Based on past research, we define topics and establish a dedicated topic lexicon, enabling precise topic analysis of reviews pertaining to customer value and service process. In addition, this study further interprets the results of the topic analysis in a more in-depth way, according to the ARC (resources, activities, and contexts) covered in the review content.
This research shows that, in customer reviews of DIY baking spaces, the elucidation of customer value “emotion” is particularly prominent, specifically manifested in the high frequency of keywords such as 'kindness', 'attitude', and 'fun'. At the same time, most of the reviews emphasized the interactive baking process with staff. This study further analyzes low-scoring reviews and finds that less baking experienced customers often mentioned poor staff attitude, pushing, time pressure, and feelings of stress when evaluating the interactive teaching process.
In summary, this study identifies customer problems from reviews and provides suggestions for improvements in DIY baking service. Future research can target larger sample groups and broader research areas, and apply research results to other handmade experience industries, to provide more specific and feasible management strategy recommendations and guidance for future development directions.

論文審定書 i
誌謝 ii
摘要 iii
ABSTRACT iv
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 3
第四節 小結 3
第二章 文獻探討 4
第一節 DIY(DO IT YOURSELF) 4
第二節 烘焙DIY體驗空間 6
第三節 顧客價值 7
第四節 服務設計 9
第三章 研究方法 11
第一節 資料蒐集及處理 12
第二節 定義服務流程 19
第三節 主題分析 22
第四節 ARC框架定義 29
第五節 探索性資料分析與交叉分析 32
第六節 小結 36
第四章 研究結果 37
第一節 較多針對製作過程與教學互動的線上評論 37
第二節 討論度較高的顧客價值 38
第三節 服務流程所產生的顧客價值 38
第四節 『互動』服務流程中低評論星等的因素 39
第五章 結論與建議 47
第一節 研究發現 47
第二節 管理意涵 48
第三節 未來展望 48
參考文獻 50
附錄 54
附錄A 自定義服務流程主題詞庫 54
附錄B 自定義顧客價值主題詞庫 55
附錄C 自定義ARC框架主題詞庫 56

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