在一般觀光旅遊中，多數顧客常期待能體驗當地文化及品嚐美食。基本上，顧客購買產品或服務是為了獲取特定價值；然而，服務提供者的價值主張與顧客的知覺價值之間卻常存有差異。就字義而言，「敘事」是敘述加上故事，敘事可解釋為一些連續性經驗和事件的敘述。敘事理論雖已經廣泛應用於各個領域中，但過往研究卻較少應用於服務設計領域。以Y茶藝館為例，本研究旨在透過敘事理論探討服務提供者價值主張與顧客知覺價值差異。

本研究共分為四大階段。第一階段為「議題界定」，透過文獻回顧了解價值主張與顧客知覺價值相關文獻，了解其定義及衡量方式。接者，回顧敘事理論及服務設計相關理論，將兩者組成元素進行類比，以利後續研究依敘事理論發展設計相關內涵。第二階段「探索定義」，重點在瞭解Y茶藝館之服務提供者價值主張與顧客知覺價值現況。本研究先以觀察法探索Y茶藝館之整體服務內容，並繪製服務藍圖；其次，訪談店長及3名員工，經反覆討論後，確立出其三項價值主張：1）回歸大自然之悠閒放鬆、2）如自家一般的自在愜意和3）瞭解體驗貓空在地文化。再者，本研究深度訪談18名顧客來探討上述各項價值主張與顧客知覺價值之間的差異性。第三階段為「設計發展」，透過設計焦點團體法，搭配根據敘事理論製作的敘事發想卡片（刺激物），本研究提出若干新服務設計概念。隨後，與店長一同進行概念篩選，發展新服務設計方案，並製作原型進行修正。第四階段為「成果評估」，於新服務設計方案實施後，針對體驗新服務的顧客，本研究回收57份有效問卷進行統計分析及評估，並以敘事分析法分析深度訪談的12名顧客，本研究主要發現為：1）新服務設計方案對顧客知覺價值之「社交價值」構面產生顯著性影響、2）新服務設計方案較能傳遞服務提供者價值主張，縮小其與顧客知覺價值的差異。最後，本研究提出一敘事理論服務分析模板，以利檢視服務提供者價值主張與顧客知覺價值之間的差異。

For food and beverage tourism, customers want to experience local culture and taste the traditional food. Basically, customers buy products and services in order to get particular value. However, there are differences between value propositions and customer perceived value. Narrative, which consists of narration and story, is the narration of some continuous experiences and events. Although, narrative theory is widely used in various fields, little research explores service design from this point of view. Therefore, this paper aims to explore the differences between value propositions and customer perceived value based on the narrative theory.

This study is divided into four stages. The first is "Issue defining." Related literature of value proposition, customer perceived value, narrative theory and service design were reviewed. During the second stage, “Exploring and Defining,” the study interviewed one manager and three employees to establish three value propositions, which are: 1) to return nature for leisure relaxation, 2）to feel free as you were at home, and 3) to discover and experience local culture of Maokong. Then, by analyzing the value propositions through narrative theory and in-depth interviews with 18 customers, this study discovered the differences between value propositions and customer perceived value. The third stage is "design development." The study conducted a focus group by using narrative cards, a tool based on narrative theory, to develop new service design concepts and evaluat those concepts with the manager. In the fourth stage, “evaluation,” after the implementation of new service design, this study collected 57 valid questionnaires from customers who have experienced the new service, and interviewed 12 of them. The main findings of this study are: 1) new service design has a significant effect on social value of customer perceived value; 2) new service design can better deliver the value proposition of the service provider than the original one. Finally, this study proposes several design guidelines and a service analysis template based on narrative theory to examine the differences between value propositions and customer perceived value.

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