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Qing Liu

Assistant Professor, Department of Human Sciences

Program Area: Consumer Sciences

liu.6225@osu.edu

Personal Website

Biography

Stephanie Liu joined the Ohio State University in 2016 as an Assistant Professor of Hospitality Management in the Department of Human Sciences. She earned her PhD in Hospitality Management (concentration: Services Marketing), MAS in Applied Statistics (concentration: Design of Experiments and Multivariate Analysis), and MS in Hotel, Restaurant, and Institutional Management (concentration: Consumer Decision Making) from the Pennsylvania State University. In addition, she is a Certified Hospitality Educator (CHE) by the American Hotel & Lodging Educational Institute.

Prior to coming to Ohio State, she was an Adjunct Professor in the School of Hospitality Management and a Statistical Consultant in the Statistical Consulting Center at Penn State. Stephanie teaches strategic management, marketing, management consulting, consumer behavior, and operations management courses at Ohio State. Her professional experience covers various sectors of the service industry including foodservice, event management, lodging, and consulting.

As a services marketing scholar, Stephanie’s research focuses on consumer behavior and marketing strategies related to experiential consumption, with special interests in three strategic themes: service encounter management, advertising & social media, and technology innovations in the service industry.

Her work has appeared in top-tier service and hospitality management journals including the Journal of Service ResearchJournal of Business ResearchJournal of Service Management, Journal of Services MarketingInternational Journal of Hospitality Management, Cornell Hospitality Quarterly, and Tourism Management

Stephanie’s research discoveries have received significant media coverage in various forms (TV, radio, news articles) by 50+ news outlets around the world, including the Forbes, FOX, National Public Radio, Science Daily, Market Watch, Yahoo, U.S.-China Tourism Research Center [China], Italian Trade Agency [Italy], and The Telegraph [UK].

She serves as Editorial Director at Journal of Service Management and as Ad Hoc Reviewer for numerous journals and conferences including the Journal of Service Research, Journal of Business Research, Annals of Tourism Research, International Journal of Hospitality Management, and Cornell Hospitality Quarterly, among others.

Education

  • PhD, Hospitality Management, The Pennsylvania State University, 2016
  • MAS, Applied Statistics, The Pennsylvania State University, 2014
  • MS, Hotel, Restaurant, and Institutional Management, The Pennsylvania State University, 2012
  • BS, Hotel, Restaurant, and Institutional Management, The Pennsylvania State University, 2011

Research Summary

  • Consumer behavior and marketing strategies regarding experiential consumption
  • Service encounter management, the physical and social servicescape
  • Persuasion effects in advertising and social media
  • Technology innovations in the service industry

Selected Publications

  • Wirtz, J., So, K., Mody, M., Liu, S.Q., & Chun, H. (2019). Platforms in the peer-to-peer sharing economy. Journal of Service Management.

  • 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.
  • *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.
  • *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.
  • Liu, S.Q., & Mattila, A.S. (2019). Apple Pay: coolness and embarrassment in the service encounter. International Journal of Hospitality Management, 78, 268-275.
  • *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, DOI: https://doi.org/10.1108/JCM-02-2017-2096.
  • 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.
  • 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.
  • *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.
  • 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.
  • 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. [IJHM Most Downloaded Articles]
  • 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.
  • Liu, S.Q., & Mattila, A.S. (2016). Effective communication strategies for store remodeling. Cornell Hospitality Quarterly, 57 (4), 411-420. [International CHRIE Best Paper]
  • Liu, S.Q., & Mattila, A.S. (2016). Using comparative advertising to promote technology-based hospitality services. Cornell Hospitality Quarterly, 57 (2), 162-171.
  • 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.
  • Liu, S.Q., & Mattila, A.S. (2015). “I want to help” versus “I’m just mad”: how affective commitment influences customer feedback decisions. Cornell Hospitality Quarterly, 56 (2), 213-222.
  • 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. 

Book Chapters

  •  Mattila, A.S., & Liu, S.Q. (2015). Greetings from Happy Valley. In Vaidya, K. (Ed.), Hotel and Hospitality Management for the Curious: Why Study Hotel and Hospitality Management (ISBN 978-1-925128-69-7).

*denotes graduate student author

Selected Presentations

  • Wirtz, J., Chun, H., Liu, S.Q., Mody, M., & So, K. (2019). Platform business models in the sharing economy: integration, synthesis and research agenda, QUIS16: The 16th International Research Symposium on Advancing Service Research and Practice, Karlstad, Sweden.
  • Mody, M., Liu, S.Q., Chun, H., So., K., & Wirtz, J. (2019). The convergence of business models: the formula for competing successfully in the new economy?, the 24th Annual Frontiers in Service Conference, Singapore.
  • Wirtz, J., Liu, S.Q., Chun, H., So., K., & Mody, M. (2019). Peer-to-peer platform business models: literature review, integration and research directions, the 2019 MSOM International Conference, Singapore.
  • *Gaerlan, R.M., & Liu, S.Q. (2019). Personalization and multi-sensory approach of hotels in the experience economy, the 2019 Annual ICHRIE Conference, New Orleans, LA.
  • *Chen, W.J., & Liu, S.Q. (2019). Helper or gimmick? How service robots improve dining experience, the 2019 Annual ICHRIE Conference, New Orleans, LA.
  • *Wang, B., & Liu, S.Q. (2019). To do or to have, now or later? Reward your customers right, the 2019 Annual ICHRIE Conference, New Orleans, LA.
  • *Chen, F., Liu, S.Q., & Mattila, A.S. (2019). The effect of humblebragging on review liking: the moderating role of reviewer expertise, the 2019 APacCHRIE & EuroCHRIE Joint Conference, Hong Kong, China.
  • *Choi, S., Liu, S.Q., & Mattila, A.S. (2019). Language style expectancy and service agent type, the 2019 NENA CHRIE Conference, State College, PA.
  •  *Huang, H., & Liu, S.Q. (2019). “In high demand” versus “limited supply”: how scarcity appeals and power influence consumer’s purchase intention, the 2019 EHE Research Forum, Columbus, OH.
  • *Yu, X., *Huang, H., & Liu, S.Q. (2019). Writing the menu by hand: the influence of written formats and perceived risk on consumer behavioral intentions, the 2019 EHE Research Forum, Columbus, OH.
  • *Yu, X., *Huang, H., & Liu, S.Q. (2019). Does handwriting help? An exploration of regulatory focus theory and perceived risk in menu design, the 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • *Huang, H., & Liu, S.Q. (2019). Scarce reservations make me scared: the effects of scarcity appeal and moderator role of power, the 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • *Choi, S., Liu, S.Q., & Mattila, A.S. (2019). “How may I help you?” Says a robot: examining language styles in the service encounter, the 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • *Choi, S., Liu, S.Q., & Mattila, A.S. (2019). Love is in the menu: leveraging healthy restaurant brands with handwritten typeface, the 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • *Li, Y., & Liu, S.Q. (2018). So unfair: my boarding pass is differently colored! the 17th Asia Pacific Forum for Graduate Students Research in Tourism, Honolulu, HI.
  • *Huang, H., & Liu, S.Q. (2018). Do you post the right photos? Effective strategies for marketing tourism experience on Airbnb, the 2018 Hayes Forum, Columbus, OH.
  • *Bogicevic, V., Kandampully, J., Seo, S. & Liu, S.Q. (2018). Effect of realistic service preview using virtual reality (VR) on consumer patronage, the 23rd Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Fort Worth, TX.
  • *Bogicevic, V., Seo, S., Kandampully, J., Liu, S.Q., & Rudd, N. (2018). VR presence as a preamble experience: the role of mental imagery, the 2018 European Council on Hotel, Restaurant and Institutional Education (EuroCHRIE) Conference, Dublin, Ireland.
  • *Bogicevic, V., & Liu, S.Q. (2018). Round vs. just-below endings: Effective pricing after green remodeling, the 23rd Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Fort Worth, TX.
  • *Huang, H., & Liu, S.Q. (2018). Do you post the right photos? Effective strategies for marketing tourism experience on Airbnb, the 2018 EHE Research Forum, Columbus, OH.
  • *Bogicevic, V., Seo, S., Kandampully, J., & Liu, S.Q. (2017). Service preview using Virtual Reality: enhancing hotel pre-experience in customer journey, the 9th World Conference for Graduate Research in Tourism, Hospitality, & Leisure, Cartagena, Spain.
  • *Ozanne, M., Liu, S.Q., & Mattila, A.S. (2017). See what I “like”! Examining indirect sharing on Facebook, the 22nd Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • *Li, Y., Bujisic, M., & Liu, S.Q. (2017). Is tourism the world’s peace industry? An application of contact hypothesis in tourism and peace research, the 22nd Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • Liu, S.Q., & Mattila, A.S. (2016). Personalized online advertising: the case of Airbnb, the 21st Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Philadelphia, PA.
  • Liu, S.Q., & Mattila, A.S. (2015). “Don’t miss their secret menu!” Understanding consumers’ need to belong and need to be unique in ethnic restaurants, the 2015 Annual International Council on Hotel, Restaurant and Institutional Education (ICHRIE) Conference, Orlando, FL.
  • Liu, S.Q., & Mattila, A.S. (2015). Effective communication strategies for store remodeling, the 2015 Annual International Council on Hotel, Restaurant and Institutional Education (ICHRIE) Conference, Orlando, FL.
  • Liu, S.Q., & Mattila, A.S. (2015). Loyalty reward programs going green: understanding member and bystander satisfaction, the 24th Annual Frontiers in Service Conference, San Jose, CA.
  • Liu, S.Q., & Mattila, A.S. (2015). Using comparative advertising to promote technology-based hospitality services, the 20th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Tampa, FL.
  • Liu, S.Q., & Mattila, A.S. (2015). Customer reactions to “secret menus” in ethnic restaurants, the 20th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Tampa, FL.
  • Liu, S.Q., & Mattila, A.S. (2014). Understanding customer feedback behaviors in a restaurant setting, the 2014 Annual International Council on Hotel, Restaurant and Institutional Education (ICHRIE) Conference, San Diego, CA.
  • Liu, S.Q., Mattila, A.S., & Cranage, D. A. (2014). Using comparative advertising to promote services: The role of regulatory focus and ad format, the 2014 Annual International Council on Hotel, Restaurant and Institutional Education (ICHRIE) Conference, San Diego, CA.
  • Liu, S.Q., & Mattila, A.S. (2014). Store remodeling for customers or for the brand? The story of trust in buyer-seller relationships, the 2014 Annual International Council on Hotel, Restaurant and Institutional Education (ICHRIE) Conference, San Diego, CA.
  • Liu, S.Q., & Mattila, A.S. (2014). “I’m just mad” versus “I want to help”: the role of affective commitment and feedback use in customers’ feedback decisions, the 19th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.