The role of interpersonal skills and massage therapist competence on service quality: the mediating role of customer satisfaction

Customer satisfaction is a fundamental determinant of sustainability and competitiveness in the spa industry. Interpersonal skills and therapist competence are key factors influencing both the emotional experience of clients and their assessment of service quality. However, therapists often face challenges such as limited communication skills, inconsistent massage techniques, and a lack of professionalism, which may reduce satisfaction and loyalty while weakening the industry’s image. This study aims to examine the influence of interpersonal skills and therapist competence on service quality, with customer satisfaction serving as a mediating variable. A quantitative ex-post facto design was applied with a sample of 100 respondents, comprising 50 certified spa therapists and 50 spa customers in Yogyakarta, selected through probabilistic random sampling. Data were collected using an online questionnaire with a four-point Likert scale. The instrument was tested for validity and reliability, and data analysis was performed using Structural Equation Modeling (SEM) with SmartPLS 3 to evaluate variable relationships and mediation effects. The results indicate that both interpersonal skills and therapist competence significantly affect customer satisfaction. Therapist competence also directly influences service quality, whereas interpersonal skills do not. Furthermore, customer satisfaction functions as a significant mediator linking both interpersonal skills and therapist competence to service quality. This study highlights the importance of improving therapist competence in parallel with strengthening interpersonal skills to enhance customer satisfaction and overall service quality. The findings contribute practically to the development of standardized spa services and theoretically by integrating service management and wellness perspectives.