在當代商業環境中，企業的競爭優勢已從傳統的產品導向，轉向以設計顧客體驗為核心的服務主導邏輯。在此脈絡下，價值共創（Value Co-creation）與顧客旅程（Customer Journey）成為理解與實踐此一轉變的兩大關鍵理論框架。價值不再僅由企業單方創造並交付，而是透過企業與顧客在旅程中每一個接觸點的持續互動與協作，共同創造而成。此一觀點對於快速崛起、高度仰賴使用者體驗的新興服務產業，尤其具有指標性意義。儘管台灣電動車市場在全球淨零排放趨勢下迎來爆發性成長，公共充電樁數量甚至已超越加油站，但多數車主仍深受里程焦慮、充電樁尋找不易、需下載多個APP等核心痛點所困擾。此現象反映出多數業者仍停留在硬體佈建的思維，忽略了服務體驗的整體性，突顯了服務設計理論與產業實務間的差異。
本研究旨在探討企業應如何實踐價值共創以優化顧客旅程，並採用質性個案研究法，深入分析台灣充電服務市場的領導者—源點科技EVOASIS，其創辦人從親身經歷里程焦慮的痛點出發，以「打造無所不在且值得信賴的充電服務網絡」為企業願景。本研究整合顧客旅程理論與價值共創管理框架，系統性地解析個案如何在購前、購中、購後三階段，策略性地設計與管理其數位平台、實體場域與服務支援等關鍵接觸點。研究發現，EVOASIS透過其官方APP作為資訊中樞，成功促動了企業與顧客之間的雙向學習循環，並將顧客旅程從個體體驗，提升為涵蓋多方利害關係人的共同旅程生態系。透過整合顧客旅程與價值共創的框架，提出一個從理論到實踐的分析模型，為新興服務產業如何透過設計優質的顧客體驗以實現競爭優勢，提供了理論洞見與具體的實務案例，並提出未來可擴展至多個案比較與量化驗證的研究方向。

In today's business landscape, competitive advantage has shifted from goods-dominant logic to service-dominant logic, emphasizing customer experience design. Value co-creation and the customer journey are key frameworks for understanding this shift, where value is jointly created through continuous interaction between companies and customers at every touchpoint. This perspective is particularly significant for emerging service industries that are rapidly growing and highly dependent on user experience. Taiwan’s electric vehicle market has grown rapidly, with public charging stations surpassing gas stations. However, EV users still face challenges like range anxiety, difficulty locating chargers, and managing multiple apps. This highlights a gap between hardware-focused industry practices and holistic service experience design.
This study uses a qualitative case study of EVOASIS, a leading Taiwanese charging service provider founded to address range anxiety by creating a reliable, ubiquitous charging network. Integrating customer journey theory with value co-creation management, it analyzes how EVOASIS strategically manages digital platforms, physical sites, and service support across pre-purchase, purchase, and post-purchase stages. Results show EVOASIS’s official app acts as an information hub, enabling two-way learning between company and customers and transforming the customer journey into a multi-stakeholder ecosystem. The study proposes a practical model linking theory and practice, offering insights for emerging service industries to gain competitive advantage through superior customer experience design, and suggests future research directions including multi-case studies and quantitative validation.

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