| Summary: | 碩士 === 高雄餐旅學院 === 餐旅管理研究所 === 97 === Due to the progress of economic development, people are paying more attention on the leisure activity. Thus, dining in casual/theme restaurants that contain the leisure elements has been a trend. Dining out is no longer just for satisfying the physical need, but also for fun, relaxation and entertainment. In addition, dining out has been popular and become a new leisure activity for years. This study aims to understand the impact on overall satisfaction and customer loyalty by the reached level of leisure motivation of casual/theme restaurant consumers. Samples of this study are consumers of T. G. I. Friday’s in Kaohsiung area which is a chain casual/theme restaurant. The samples were segmented (by using the personality traits scale) into two dimensions which were “lively emotional” and “cautious agreeableness”. All the dimensions had significant effects on reached level of leisure motivation. This study used SEM to verify relationships among reached level of leisure motivation, overall satisfaction, and customer loyalty. The result shows that the relationships among reached level of leisure motivation, overall satisfaction, and customer loyalty are significant; however, the overall satisfaction is regarded as a weak intermediary variable in the relationship. Age, education level, number of people dining in the restaurant, and monthly dining out expenditure of consumers had partly significant differences with reached level of the leisure motivation
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