THE RELATIONSHIP BETWEEN SOCIAL ANXIETY LEVEL AND THE BEHAVIOR OF SEEKING PERSONALIZED WELLNESS SERVICES – A STUDY AT A SPA CHAIN IN CENTRAL VIETNAM

Abstract

This paper investigates the relationship between Social Anxiety (SA) levels and the use of personalized wellness services, such as spa treatments. The hypothesis suggests that individuals with higher SA tend to prefer private services and tranquil environments to minimize social exposure and the risk of negative evaluation. Data were collected from 600 clients across six spa centers in 2025, using questionnaires on SA scales and service usage behavior. Statistical analysis revealed a significant positive correlation between SA levels and the frequency of using private rooms or intensive therapies. These findings offer psychological insights to help businesses tailor services that better meet the psychological needs of sensitive customer groups.