Abstract
The purpose of this study was to examine the relationship among bowling participants"s relational benefits, switching barriers and loyalty. Toward this end, total of 247 respondents was selected using a convenient sampling method and responded to the survey questionnaire. 243 usable data were utilized in data analyses procedure. Data were analyzed using frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multivariate regression analyses with SPSS 23.0. The results of this study were as follows. Firstly, social, economic, psychological and customization benefit had a influence on the switching barriers. Secondly, social, psychological and customization benefit had effects on the loyalty, while economic benefit did not. Thirdly, switching barriers had a influence on the loyalty. Along with the result of this study, discussions and additional implications were suggested.
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