Stephanie Liu

Dr. Stephanie Liu is an Associate Professor and Chair of Hospitality Management Undergraduate & Graduate Studies at The Ohio State University. She also holds senior editorial roles as Managing Editor of the Journal of Service Management and Coordinating Editor of the International Journal of Contemporary Hospitality Management, and contributes broadly as Guest Editor, Editorial Board Member, and Ad Hoc Reviewer for leading journals in her field. She has been invited to serve as Keynote Speaker, Invited Speaker, and Research Track Mentor at international conferences and scholarly forums, reflecting sustained international recognition for scholarship leadership and disciplinary impact.

Dr. Liu is a Hospitality Management scholar specializing in services marketing and consumer behavior in experiential consumption. Her research program is organized around two strategic and interconnected themes:

1. Customer experience management, with a focus on technology-infused service encounters (e.g., AI) and servicescape design;
2. Persuasion in marketing and digital media, examining how message framing and sensory cues shape consumer responses to advertising, social media, and online reviews.

Her research has been published extensively in top-tier journals across hospitality, tourism, and business management, including Journal of Service Research, Journal of Business Research, Journal of Advertising, Journal of Service Management, International Journal of Hospitality Management, Journal of Hospitality & Tourism Research, International Journal of Contemporary Hospitality Management, Annals of Tourism Research, Tourism Management, and Journal of Travel Research, among others. Her work has received numerous international research awards and has been featured in more than 50 international media outlets, including Forbes, Fox, and NPR.

• Doctor of Philosophy, Focus: Services Marketing, Pennsylvania State University
• Master of Applied Statistics, Focus: Design of Experiments and Multivariate Analysis, Pennsylvania State University
• Master of Science, Focus: Consumer Decision Making, Pennsylvania State University
• Bachelor of Science with High Distinction, Hotel, Restaurant, and Institutional Management, Pennsylvania State University

• Services marketing and consumer behavior in experiential consumption
• Service encounter management
• Technology-infused service encounters, AI, service robots
• Servicescape design
• Persuasion effects in advertising, social media, and online reviews

Editorial Experience

• Managing Editor, Journal of Service Management
• Coordinating Editor, International Journal of Contemporary Hospitality Management
• Guest Editor, Special Issue on “Redefining Service Excellence: Embracing Responsible, Human-Centric Innovations in the Era of AI & Technology”, Journal of Service Management
• Guest Editor, Special Issue on “The Sharing Economy in a Post-pandemic World”, International Journal of Contemporary Hospitality Management
• Editorial Board Member, Annals of Tourism Research
• Editorial Board Member, Journal of Hospitality & Tourism Research
• Editorial Board Member, Journal of Sustainable Tourism

Ad Hoc Reviewer for Journals

• Journal of Service Research
• Journal of Business Research
• Journal of Service Management
• Journal of Service Theory and Practice
• Psychology & Marketing
• Service Science
• European Journal of Marketing
• Annals of Tourism Research
• Tourism Management
• Cornell Hospitality Quarterly
• International Journal of Hospitality Management
• International Journal of Contemporary Hospitality Management
• Journal of Hospitality & Tourism Research
• Journal of Sustainable Tourism
• Journal of Hospitality and Tourism Management
• Journal of Destination Marketing & Management
• Journal of Travel & Tourism Marketing
• Journal of Foodservice Business Research
• Journal of Hospitality and Tourism Horizons
• Tourism Recreation Research
• International Journal of Tourism Research
• Leisure Studies
• Academy of Marketing Studies Journal
• Journal of Consumer Behaviour
• Journal of Marketing Communications
• International Journal of Sustainable Transportation
• Sustainability
• Cyberpsychology
• Journal of Retailing and Consumer Services
• Frontiers in Psychology
• Psychological Reports
• Cognition, Brain, Behavior: An Interdisciplinary Journal
• Journal of Theoretical and Applied Electronic Commerce Research
• Frontiers in Communication

* denotes a graduate student author.

• Yang, W., Zhang, Y., Wu, L.L., & Liu, S.Q. (forthcoming). Happiness blooms from within: how mindset shapes consumer happiness after experiential consumption. Journal of Service Management. [PDF]
• *Shao, A., Lu, Z., Liu, S.Q., Shi, Y. & Lu, W. (forthcoming). Demystifying the mist: why do individuals hesitate to accept AI educational services?. British Journal of Psychology. [PDF]
• *Jeon, S.J., *Yu, X., & Liu, S.Q. (2026). Leveraging visual complexity in marketing sustainable product. International Journal of Hospitality Management, 139, 104740. [PDF]
• *Zhang, W., Wu, L.L., & Liu, S.Q. (2026). Understanding AI service failures: insights from attribution theory. Journal of Service Management, 37 (2), 320-343. [PDF]
• *Zhang, W., Wu, L., & Liu, S.Q. (2026). When and why loyal customers react negatively to AI services: a respect theory perspective. International Journal of Hospitality Management, 134, 104598. [PDF]
• Huang, H., Chen, F., & Liu, S.Q. (2026). Gender stereotyping in robot service failure. Journal of Hospitality & Tourism Research, 50(1), 97-110. [PDF]
• *Yu, X., *Huang, H., Liu, S.Q., & Wu, L. (2026). First-person pronouns in sustainable marketing. Journal of Travel Research, 65 (1), 285-300. [PDF]
• *Huang, H., *Yu, X., Liu, S.Q., Wu, L.L., & *Yang, X. (2026). Leveraging typeface to promote nostalgic hospitality offerings. International Journal of Hospitality Management, 133, 104453. [PDF]
• Liu, S.Q., Bilgihan, A., & Kandampully, J. (2025). The intersection of technology, sustainability, and consumer experiences in hospitality and tourism for new horizons. Journal of Hospitality and Tourism Horizons, 1(2), 87-109. [PDF]
• *Huang, H., Chen, F., Liu, S.Q., & *Xing, Y. (2025). How task objectivity shapes customer responses to robot service failure. Journal of Service Management, 36(5), 690-710. [PDF]
• Shao, A., Lu, Z., Zhong, B., Liu, S.Q., & Lu, W. (2025). Human touch vs. AI tech: understanding user preferences in the future of education. Computers in Human Behavior, 164, 108492. [PDF]
• Yang, B., Ye, T., Liu, S.Q., & Zhao, Y. (2024). How consumers process online hotel ratings. Annals of Tourism Research, 108, 103822. [PDF]
• *Huang, H., Yang, B., Liu, S.Q., & Wu, L. (2024). When and why nostalgic ads work (and do not work): a social influence perspective. International Journal of Hospitality Management, 117, 103642. [PDF]
• Liu, S.Q., Ali Vakeel, K., *Alavi, R., *Smith, N., *Wei, V., & Wirtz, J. (2024). AI concierge in the customer journey: what is it and how can it add value to the customer?. Journal of Service Management, 35 (6), 136-158. [PDF]
• *Bogicevic, V., Liu, S.Q., Kandampully, J., Seo, S., & Rudd, N.A. (2024). Virtual Reality as an experiential marketing tool to fine-tune brand experience and engagement. Journal of Hospitality & Tourism Research, 48 (8), 1424-1438. [PDF]
• So, K.K.F., *Kim, H., Liu, S.Q., Fang, X., & Wirtz, J. (2024). Service robots: the dynamic effects of anthropomorphism and functional perceptions on consumers' responses. European Journal of Marketing, 58 (1), 1-32. [PDF]
• *Yu, X., & Liu, S.Q. (2024). "You must try our taco!" Advancing the power of language assertiveness in food advertising. Journal of Hospitality & Tourism Research, 48 (8), 1481-1492. [PDF]
• *Huang, H., *Yu, X., Liu, S.Q., Wu, L., & Kandampully, J. (2023). How consumption ritual affects group versus solo diners. International Journal of Hospitality Management, 115, 103583. [PDF]
• *Yu, X., & Liu, S.Q. (2023). Is your food organic? Examining the role of food aesthetics in restaurant marketing. Journal of Hospitality & Tourism Research, 47 (6), 939-961. [PDF]
• *Huang, H., Liu, S.Q., & Lu, Z. (2023). When and why language assertiveness affects online review persuasion. Journal of Hospitality & Tourism Research, 47 (6), 988-1016. [PDF]
• Wu, L., Liu, S.Q., Ma, S., & Hanks, L. (2023). Platform-centric vs. multi-party service failure: an examination of consumers' negative word of mouth about sharing economy platforms. International Journal of Contemporary Hospitality Management, 35 (4), 1332-1375. [PDF]
• So, K.K.F., Viglia, G., Liu, S.Q., Wang, D. (2023). Guest editorial: the sharing economy in a post-pandemic world. International Journal of Contemporary Hospitality Management, 35 (4), 1149-1155. [PDF]
• Liu, S.Q., Wu, L., *Yu, X., & *Huang, H. (2022). Marketing online food images via color saturation: a sensory imagery perspective. Journal of Business Research, 151, 366-378. [PDF]
• *Huang, H., & Liu, S.Q. (2022). Are consumers more attracted to restaurants featuring humanoid or non-humanoid service robots?. International Journal of Hospitality Management, 107, 103310. [PDF]
• *Chen, F., Liu, S.Q., & Mattila, A.S. (2022). Ethnic restaurants: bringing uniqueness to the table through handwriting. Cornell Hospitality Quarterly, 63 (4), 465-478. [PDF]
• He, Z., Liu, S.Q., Ferns, B., & Countryman, C. (2022). Pride or empathy? Exploring effective CSR communication strategies on social media. International Journal of Contemporary Hospitality Management, 34 (8), 2989-3007. [PDF]
• *Bogicevic, V., Liu, S.Q., Seo, S., Kandampully, J., & Rudd, N.A. (2021). Virtual reality is so cool! How technology innovativeness shapes consumer responses to service preview modes. International Journal of Hospitality Management, 93, 102806. [PDF]
• *Li, Y., Kandampully, J., Liu, S.Q., & Bujisic, M. (2021). Towards a lifestyle experience: a phenomenological conceptualization and scale development in the hotel context. Tourism Management, 87, 104388. [PDF]
• Wu, L., Liu, S.Q., *Huang, H., & *Yu, X. (2021). Photo vs. art? The design of consumption guidance in cultural food consumption. International Journal of Hospitality Management, 97, 103008. [PDF]
• De Keyser, A., Bart, Y., Gu, X., Liu, S.Q., Robinson, S., & Kanna, P.K. (2021). Opportunities and challenges of using biometrics for business: developing a research agenda. Journal of Business Research, 136, 52-62. [PDF]
• Lu, Z., Mattila, A.S., & Liu, S.Q. (2021). When customers like preferential recovery (and when not). Annals of Tourism Research, 87, 103135. [PDF]
• *Wang, B., Liu, S.Q., Kandampully, J., & Bujisic, M. (2020). How color affects the effectiveness of taste- vs. health-focused advertising messages. Journal of Advertising, 49 (5), 557-574. [PDF]
• *Huang, H., & Liu, S.Q. (2020). "Donate to help combat COVID–19!" How typeface affects the effectiveness of CSR marketing. International Journal of Contemporary Hospitality Management, 32 (10), 3315-3333. [PDF]
• *Yu, X., *Huang, H., Liu, S.Q., & Lu, Z. (2020). Signaling authenticity of ethnic cuisines via handwriting. Annals of Tourism Research, 85, 103054. [PDF]
• *Huang, H., Liu, S.Q., Kandampully, J., & Bujisic, M. (2020). Consumer responses to scarcity appeals in online booking. Annals of Tourism Research, 80, 102800. [PDF]
• *Chen, F., Liu, S.Q., & Mattila, A.S. (2020). Bragging and humblebragging in online reviews. Annals of Tourism Research, 80, 102849. [PDF]
• Liu, S.Q., Wu, L.L., & Wang, C.Y. (2020). A creative-mix or variety-mix fusion experience? Examining marketing strategies for ethnic fusion restaurants. International Journal of Hospitality Management, 89, 102596. [PDF]
• Helkkula, A., Buoye, A., Choi, R., Lee, M., Liu, S.Q., & Keiningham, T. (2020). Parents' burdens of service for children with ASD – implications for service providers. Journal of Service Management, 31 (5), 1015-1039. [PDF]
• Mody, M., Wirtz, J., So, K., Chun, H., & Liu, S.Q. (2020). Two-directional convergence of platform and pipeline business models. Journal of Service Management, 31 (4), 693-721. [PDF]
• *Choi, S., Liu, S.Q., & Mattila, A.S. (2019). "How may I help you?" Says a robot: examining language styles in the service encounter. International Journal of Hospitality Management, 82, 32-38. [PDF]
• *Ozanne, M., Liu, S.Q., & Mattila, A.S. (2019). Are attractive reviewers more persuasive? Examining the role of physical attractiveness in online reviews. Journal of Consumer Marketing, 36 (6), 728-739. [PDF]
• Liu, S.Q., & Mattila, A.S. (2019). Apple Pay: coolness and embarrassment in the service encounter. International Journal of Hospitality Management, 78, 268-275. [PDF]
• Liu, S.Q., *Choi, S., & Mattila, A.S. (2019). Love is in the menu: leveraging healthy restaurant brands with handwritten typeface. Journal of Business Research, 98, 289-298. [PDF]
• Wirtz, J., So, K., Mody, M., Liu, S.Q., & Chun, H. (2019). Platforms in the peer-to-peer sharing economy. Journal of Service Management, 30 (4), 452-483. [PDF]
• *Bogicevic, V., Seo, S., Kandampully, J., Liu, S.Q., & Rudd, N.A. (2019). Virtual reality presence as a preamble of tourism experience: the role of mental imagery. Tourism Management, 74, 55-64. [PDF]
• *Choi, S., Liu, S.Q., & Mattila, A.S. (2018). Consumer response to authentic-language vs. English-language menu labeling in ethnic dining. Cornell Hospitality Quarterly, 59 (2), 125-134. [PDF]
• Liu, S.Q., Mattila, A.S., & Bolton, L.E. (2018). Selling painful yet pleasurable service offerings: an examination of hedonic appeals. Journal of Service Research, 21 (3), 336-352. [PDF]
• Liu, S.Q., *Bogicevic, V., & Mattila, A.S. (2018). Circular versus angular servicescape: "shaping" customer response to a fast service encounter pace. Journal of Business Research, 89, 47-56. [PDF]
• Liu, S.Q., *Ozanne, M., & Mattila, A.S. (2018). Does expressing subjectivity in online reviews enhance persuasion?. Journal of Consumer Marketing, 35 (4), 403-413. [PDF]
• Liu, S.Q., & Mattila, A.S. (2017). Airbnb: online targeted advertising, sense of power, and consumer decisions. International Journal of Hospitality Management, 60, 33-41. [PDF]
• Liu, S.Q., & Mattila, A.S. (2016). Effective communication strategies for store remodeling. Cornell Hospitality Quarterly, 57 (4), 411-420. [PDF]
• Liu, S.Q., & Mattila, A.S. (2016). The influence of a "green" loyalty program on service encounter satisfaction. Journal of Services Marketing, 30 (6), 576-585. [PDF]
• Liu, S.Q., & Mattila, A.S. (2016). Using comparative advertising to promote technology-based hospitality services. Cornell Hospitality Quarterly, 57 (2), 162-171. [PDF]
• Liu, S.Q., & Mattila, A.S. (2015). Ethnic dining: need to belong, need to be unique, and menu offering. International Journal of Hospitality Management, 49, 1-7. [PDF]
• Liu, S.Q., & Mattila, A.S. (2015). "I want to help" versus "I am just mad": how affective commitment influences customer feedback decisions. Cornell Hospitality Quarterly, 56 (2), 213-222. [PDF]
• Verruma-Bernardi, M.R., Lee, K., Liu, S.Q., & Bordi, P.L. (2014). Chocolate milk with sucrose and stevia preference by pre- and post-menopausal women. Food and Nutrition Sciences, 5 (14), 1352-1358. [PDF]