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Demand and Preference for Massage Services as Part of Well-Being among Generation Z and BB – Selected Issues
Abstract
Theoretical background: Well-being, recreation, and relaxation, including massage, are now important elements of a healthy lifestyle. The market for massage services offers a range of options for different recipient groups with varying preferences, but the market in Poland remains relatively unknown. Therefore, it is essential to identify consumer demand and preferences and develop an offering that meets their needs.
Purpose of the article: This study presents pilot results regarding the demand for and preferences for massage services, conducted among representatives of Generations BB and Z in Central Europe (Poland, Lublin), as a component of well being and a measure of societal development. The research sample was purposive. It stemmed from the need to identify and compare the demand for massage services between two generations, differing in many respects, allowing for the creation of profiles for both client groups.
Research methods: The research was conducted in 2024 among 236 Gen Z and 78 Gen BB using a survey method, with PAPI and CAWI techniques, as well as snowball sampling. The obtained data were subjected to descriptive statistics measures, including structure, mean values, standard deviation (SD), and correlation.
Main findings: Despite their age differences, the groups analyzed often showed similar preferences regarding massage services. Both groups prefer relaxation and therapeutic massages lasting 30–60 minutes. They are almost equally interested in anti-wrinkle massages at SPAs and wellness centers, though older customers are also interested in home services. An assessment of the factors indicates a rise in demand for these services in both groups, showing a strong correlation. The survey results can serve as a valuable source of market information for companies providing such services, helping them tailor their offerings to meet customer needs and achieve various marketing objectives.
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DOI: http://dx.doi.org/10.17951/h.2026.60.1.123-140
Date of publication: 2026-05-23 16:12:59
Date of submission: 2025-07-25 15:09:40
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