The article examines the essence and content of modern approaches to optimizing operational processes in massage studios. These business entities face an urgent need to streamline internal operations, a necessity that has become increasingly apparent against the backdrop of intensifying market competition and rising consumer expectations. The objective of this study is to systematize and analyze innovative solutions that facilitate the optimization of these processes while being tailored to the specifics of massage establishments as service-oriented organizations. Existing publications and scientific sources reveal contradictions between technological determinism and human-centered concepts, as well as discrepancies in the prioritization of factors influencing operational efficiency. The study substantiates the potential of integrating digital technologies, Lean methodologies, and flexible management approaches into the practical framework of operational models for massage studios. Special attention is given to the alignment of operational processes with strategic goals and the economic sustainability of businesses within this sector. The findings conclude that the key success factor lies in fostering and maintaining a culture of continuous improvement. The materials presented hold practical value for massage studio managers, healthcare service management specialists, and investors exploring business development opportunities within this market segment.

Agile methodologies, customer orientation, massage studio, operational process, optimization, resource management

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