社會企業為同時包含社會目的與商業手段之私人組織，被視為未來長期且穩定解決社會問題的新體制。然而，社會企業目前面臨缺乏民眾認同與支持及缺少忠誠顧客之困境，且較少研究針對此現象進行探討。基此，本研究望能透過服務設計方式，以顧客角度探討其對社會企業所提供服務之體驗感受，並透過新服務設計優化服務體驗，進而提升顧客滿意度與忠誠度。
　　本研究以動物保護類型之社會企業為研究範圍，並以新北市拼圖喵生命平權推廣協會為例，共分四個階段：第一階段「議題界定」，透過文獻了解相關議題內容與發展狀況；第二階段「探索定義」，與服務提供方訪談後將研究聚焦於參訪服務並藉由觀察法了解參訪流程，再針對訪客進行調查以探討其服務感受現況並進行統計分析（共101份有效問卷），最後與訪客（9名）進行訪談，深入了解其需求與痛點並整理出關鍵問題；第三階段「設計發展」，邀請利害關係人（6名）進行共創工作坊，針對關鍵問題與解決方案進行討論，並發展設計提案及製作新參訪服務原型，接著透過啟發式評估請專家（3名）提供相關建議，最終提出O2O2O虛實整合新參訪服務設計；第四階段「成果評估」，邀請訪客實際操作並模擬體驗新服務流程後填寫問卷（共53份有效問卷），以分析其對新服務設計體驗感受。
　　本研究主要研究發現有：（1）服務體驗會對顧客滿意度與忠誠度產生顯著正向影響，且滿意度亦會對忠誠度產生顯著正向影響；（2）服務體驗之｢愉悅性」及｢互動性」可顯著提升顧客滿意度，而｢愉悅性」、｢新穎性」、｢舒適性」及｢安全性」則可顯著提升顧客忠誠度；（3）本研究提出之O2O2O新參訪服務設計相較原服務在服務體驗｢互動性」及忠誠度｢交叉購買意願」構面有顯著提升，且擁有較高的淨推薦值。最後，本研究亦提出若干設計與研究相關建議，以供未來相關社會企業與研究作為參考。

　　Social enterprises are private organizations that include both social goals and commercial means. It’s regarded as a long-term and stable new system for solving social problems in the future. However, lack of public recognition and support and loyal customers is the difficulty of current social enterprises, and few studies have been conducted to investigate this phenomenon. Base on this background, this study aims to explore the customer's experience of the services provided by social enterprises through service design method, and optimize the service experience through the new service design in order to enhance customer satisfaction and loyalty.
　　This study takes social enterprises in the field of animal protection as the scope of research and Puzzlecat Life Equality Promotion Association as an example. It’s divided into four stages. First, the study reviewed literatures to understand the content and development of related issue. Second, after interviewed with service provider and focused the study on visiting service, the study recorded the actual process of the service with observation method Then, the study employed questionnaire to explore service experience of visitors and conduct statistical analysis (101 valid questionnaires in total). To understand customers’ needs and pain points, the study also interviewed 9 visitors and sorted out key issues. Third, the study Invited stakeholders (6 people) to discuss key issues and solutions in a co-creation workshop. After developing design proposals and making new visiting service prototypes, the study invited experts (3 people) to provide relevant suggestions through heuristic evaluation. The study finally put forward the design as a new visit service integrating online and offline (O2O2O). Finally, visitors were invited to operate and experience the new service design, and then analyze their experience of the new service through questionnaires (53 valid questionnaires in total).
　　The main findings of this study are: (1) Service experience will have a significant positive impact on customer satisfaction and loyalty, and satisfaction will also have a significant positive impact on loyalty; (2) The "hedonic" and "interaction" of the service experience can significantly Improve customer satisfaction, while "hedonic," "novelty," "comfort" and "safety" can significantly improve customer loyalty; (3) Compared with the original service, the "interaction" of service experience and the "cross-buying intention" of customer loyalty have been significantly improved in the new O2O2O visit service design proposed in this study. Moreover, the new visit service design got a higher Net Promoter Score. Base on the above findings, this study also provides some suggestions for the relevant research field and social enterprises in the future.

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