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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 is 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). Her professional experience covers various sectors of the service industry including lodging, banquet operations, convention and exhibition, and consulting. 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 currently teaches strategic management, management consulting, consumer behavior, and operations management courses at Ohio State.

As a services marketing scholar, Stephanie’s research examines consumer behavior and marketing strategies related to experiential consumption, focusing on four strategic themes: service encounter, advertising, social media, and technology innovations. Stephanie has authored about forty refereed journal and conference proceeding publications. Her work has appeared in top-tier hospitality and service management journals including Journal of Service Research, Journal of Business Research, Journal of Services Marketing, International Journal of Hospitality Management, and Cornell Hospitality Quarterly. Her research has been feathered in more than 20 media outlets around the world. She also won the Best Paper Award at the 2015 Annual International Council on Hotel, Restaurant and Institutional Educator (ICHRIE) Conference. Furthermore, Stephanie serves as Editorial Director at Journal of Service Management and as Ad Hoc Reviewer for numerous journals and conferences.

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, the servicescape, and the impact of technology innovations
  • Persuasion effects in advertising and social media

Selected Presentations

  • *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.
  • *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.
  • *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 23th 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 23th 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.

Selected Publications

  • Liu, S.Q., & Mattila, A.S. (2018). Apple Pay: coolness and embarrassment in the service encounter. International Journal of Hospitality Management.
  • 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.
  • Liu, S.Q., & Mattila, A.S. (2016). Effective communication strategies for store remodeling. Cornell Hospitality Quarterly, 57 (4), 411-420.
  • 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. (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. (2015). 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.
  • 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.
  • 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).
  • 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.

*denotes graduate student