消費者到餐廳用餐除了生理上的飲食需求之外亦同時具有心理層面的休閒動機。本研究以國際連鎖休閒餐廳之管理者為研究對象,以深度訪談法探究管理者對於消費休閒動機的認知及協助消費者達成休閒動機的方式。結果發現管理者對智力性、社交性及刺激-逃避性消費休閒動機具有認知。休閒餐廳可藉由「服務」、「餐飲」、「設施」、「遊戲」或「行銷活動」之多元因應方式來滿足消費者不同的休閒動機。例如顧客有時坐在吧枱想認識周邊的客人,調酒員可主動介紹讓彼此認識,藉此滿足消費者「增進互動」的社交性休閒動機。當客人想要靜靜看書時,服務人員可安排角落的座位以協助消費者達成「避開紛擾」之刺激-逃避性休閒動機。
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”.