| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 100 === Customers dine in restaurants to fulfill not only physiological needs, but also psychological needs, namely, leisure motivation. This study takes international chain casual restaurant managers as research participants. In-depth interview technique is applied in order to ascertain manager’s cognition of customer’s leisure motivation, and to discover the means of helping customers achieve their leisure motivations. The findings suggest that managers have cognition of customer’s leisure motivation, including the following dimensions, “Intellectual”, “Social”, and “Stimulus-Avoidance”. In addition, casual restaurants can use diverse practices to fulfill customer’s various leisure motivations, such as “Service”, “Food &; Beverage”, “Facilities”, “Games”, and “Promotion Activities”. For instance, if a customer sits alone in front of the bar and tries to meet new friends, the bartender can take the initiative to introduce customers to each other in order to satisfy customer’s “Social” leisure motivation of “Enhancing Interactions”. Furthermore, if a customer would like to enjoy reading in a quiet surrounding, the service staff can arrange a more private seat in hope of contenting customer’s “Stimulus-Avoidance” leisure motivation of “Avoiding Disturbance”.
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