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Qing Liu

Assistant Professor, Department of Human Sciences
Associate Professor, Department of Human Sciences

Program Area: Consumer Sciences

liu.6225@osu.edu

Personal Website

Biography

Stephanie Liu is an Associate Professor of Hospitality Management at The Ohio State University. She earned her PhD in Hospitality Management (specialization: Services Marketing), MAS in Statistics (specialization: Design of Experiments and Multivariate Analysis), and MS in Hotel, Restaurant, and Institutional Management (specialization: Consumer Decision Making) from the Pennsylvania State University. In addition, she is a Certified Hospitality Educator (CHE) by the American Hotel and Lodging Educational Institute.

Stephanie teaches strategic management, marketing, management consulting, consumer behavior, and operations management courses at Ohio State. 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. 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, persuasion in advertising & social media, and technology innovations in the service industry. She is Editorial Director of the Journal of Service Management and serves as Ad Hoc Reviewer for 20+ journals and conferences.

Stephanie’s work has been published in leading hospitality, tourism, and service management journals including the Journal of Service Research, Journal of Business Research, Journal of Advertising, International Journal of Hospitality Management, Cornell Hospitality Quarterly, Annals of Tourism Research, and Tourism Management, among others. Her research findings have received media coverage by 50+ national and international news outlets including the Forbes, Fox, Science Daily, and NPR.

Education

  • PhD, Hospitality Management (Services Marketing),The Pennsylvania State University
  • MAS, Statistics, The Pennsylvania State University
  • MS, Hotel, Restaurant, and Institutional Management, The Pennsylvania State University
  • BS, Hotel, Restaurant, and Institutional Management, The Pennsylvania State University
  • CHE, Certified Hospitality Educator, American Hotel and Lodging Educational Institute

Research Summary

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

Selected Publications

*denotes graduate student author.

  • 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. 

  • *Chen, F., Liu, S.Q., & Mattila, A.S. (2021). Ethnic restaurants: bringing uniqueness to the table through handwriting. Cornell Hospitality Quarterly.
  • *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. 
  • Lu, Z., Mattila, A.S., & Liu, S.Q. (2021). When customers like preferential recovery (and when not). Annals of Tourism Research, 87, 103135. 
  • *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. 
  • *Huang, H., Liu, S.Q., Kandampully, J., & Bujisic, M. (2020). Consumer responses to scarcity appeals in online booking. Annals of Tourism Research, 80, 102800. 
  • *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. 
  • *Chen, F., Liu, S.Q., & Mattila, A.S. (2020). Bragging and humblebragging in online reviews. Annals of Tourism Research, 80, 102849. 
  • *Yu, X., *Huang, H., Liu, S.Q., & Lu, Z. (2020). Signaling authenticity of ethnic cuisines via handwriting. Annals of Tourism Research, 85, 103054. 
  • 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. 
  • 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.
  • 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. 
  • 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. 
  • 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.
  • *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. 
  • Liu, S.Q., & Mattila, A.S. (2019). Apple Pay: coolness and embarrassment in the service encounter. International Journal of Hospitality Management, 78, 268-275. 
  • *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. 
  • *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. 
  • 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). 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). 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 am 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

  • Huang, H., Liu, S.Q., & Kandampully, J. (2022). Solo Travelers. In Buhalis, Dimitrios. (Ed.), Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing: Cheltenham, United Kingdom.
  • Huang, H., Liu, S.Q., & Kandampully, J. (2022). Linguistic Styles in eWOM. In Buhalis, Dimitrios. (Ed.), Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing: Cheltenham, United Kingdom.
  • Huang, H., Liu, S.Q., & Kandampully, J. (2021). Understanding Scarcity Strategies in Service Firms. In Davis, M. (Ed.), Handbook on Service Management. Edward Elgar Publishing: Cheltenham, United Kingdom.
  • 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).

Selected Presentations

*denotes graduate student author.

  • *Huang, H., & Liu, S.Q. (2021). Service robots in restaurants: how humanoid robots backfire among solo diners, the 2021 Asia Pacific Tourism Association (APTA) Conference in Hospitality and Tourism. Virtual.
  • De Keyser, A., Bart, Y., Gu, X., Liu, S.Q., Robinson, S., & Kanna, P.K. (2021). Biometrics: its implications for service organizations and customers, the 2021 American Marketing Association (AMA) Summer Academic Conference. Virtual.
  • *Li, K., *Bahja, F., Wang, B., *Berbekova, A., Liu, S.Q. (2021). Strategic value of customer-centric networks: data sharing in horizontal relationships, the 31st Annual Council for Australasian Tourism and Hospitality Education (CAUTHE) Conference. Virtual.
  • He, Z., Ferns, B., Countryman, C., & Liu, S.Q. Empathy cs. pride: how to use emotional appeals on social media to enhance brand engagement, the 2021 West Federation Council on Hotel, Restaurant and Institutional Education (WFCHRIE) Conference. Virtual.
  • *Huang, H., Liu, S.Q., & Lu, Z. (2021). Assertive vs. nonassertive: how language style affects persuasion in online reviews, the 26th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • Mody, M., Wirtz, J., So, K., Chun, H., & Liu, S.Q. (2020). Synergies and challenges of convergence of platform and pipeline business models, the Frontiers in Service Conference, Boston, MA.
  • *Wang, B., & Liu, S.Q. (2020). When colors make words speak: restaurant decor color and healthy dining, the 2020 EHE Research Forum, Columbus, OH.
  • *Yu, X., & Liu, S.Q. (2020). Aesthetics appeal effect: anticipated pleasure and food salience of organic and conventional food, the 2020 EHE Research Forum, Columbus, OH.
  • *Huang, H., *Yu, X., & Liu, S.Q. (2020). How does regulatory focus affect consumer responses to a handwritten menu in ethnic dining? , the 2020 EHE Research Forum, Columbus, OH.
  • *Zhu, D., & Liu, S.Q. (2020). The roles of reward type and social distance on customer loyalty intention, the 25th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV.
  • *Yu, X., *Huang, H., Bogicevic, V., & Liu, S.Q. (2020). Responses with emoticons: warmth and competence in luxury accommodations, the 25th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV.
  • *Huang, H., *Yu, X., Bogicevic, V., & Liu, S.Q. (2020). A smile says more than words: How advertisements with emoticons motivate solo travelers’ patronage intention, the 25th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV.
  • *Huang, H., *Yu, X., & Liu, S.Q. (2020). Ethnic restaurants: conveying authenticity through handwriting, the 25th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV.
  • *Yu, X., & Liu, S.Q. (2020). Beautiful organic foods? The backfiring effect of aesthetics on consumer food decision-making, the 25th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV.
  • *Wang, B., & Liu, S.Q. (2020). Black and white just feel right: menu color and healthy dining, the 25th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV.
  • 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 Manufacturing and Service Operations Management (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 International Council on Hotel, Restaurant and Institutional Education (ICHRIE) Conference, New Orleans, LA.
  • *Chen, W.J., & Liu, S.Q.(2019). Helper or gimmick? How service robots improve dining experience, the 2019 Annual International Council on Hotel, Restaurant and Institutional Education (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 International Council on Hotel, Restaurant and Institutional Education (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 Asia Pacific & Euro Council on Hotel, Restaurant and Institutional Education (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 North East North American Council on Hotel, Restaurant and Institutional Education (NENA ICHRIE) 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.
  • Helkkula, A., Buoye, A., Choi, R., Lee, M., Liu, S.Q., & Keiningham, T. (2019). Benefits vs. burdens in care: a holistic examination of value-based healthcare for autistic children, the Thought Leadership Forum – Service Imperative for Health, Hospitality, and Design, Ithaca, NY.
  • *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.
  • Wirtz, J., So, K., Mody, M., Liu, S.Q., & Chun, H. (2018). Platforms in the peer-to-peer sharing economy, the Thought Leadership Forum – Evolving Service Thinking: Disruption and Opportunity in Hospitality and Tourism, 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 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.