Dr. Liana Victorino

Dr. Liana Victorino
Associate Professor


BSc Business Administration, University of Colorado; PhD in Business Administration, University of Utah

Office: BEC 452


  • Service design
  • Service quality

Dr. Liana Victorino joined the Gustavson School of Business in July 2008 and brings an enthusiastic approach to her teaching and her research in the area of service management.

Liana’s specific research interests are in the areas of service design and innovation. Her research has been published in a number of journals including: Production and Operations Management, Journal of Service Research, Journal of Service Management, and Managing Service Quality. Through her cross-disciplinary research, Liana's primary goal is to  aid important service design decisions through the understanding of how customers perceive the service experience.

Her current research examines the behavioral side to service design and tests how design strategies of surprise and anticipation impact customer perceptions. In particular, she is studying how customers respond if the high point of the service experience is designed to be a surprise compared to one that builds the anticipation for the high point. Liana and her co-authors expect the results of this research to offer service managers with design insights regarding the use of surprise and anticipation.

Liana’s passion for her work has resulted in several teaching excellence awards received from her colleagues and her students.

Dixon, M. J., Victorino, L., Kwortnik, R. J., & Verma, R. (2017). Surprise, anticipation, and sequence effects in the design of experiential services. Production and Operations Management, 26(5), 945-960.

Victorino, L., & Dixon, M. J. (2016). Testing service innovation: A methodological review of video experiments. Service Science, 8(2), 234-246.

Dixon, M., Karniouchina, E. V., van der Rhee, B., Verma R., & Victorino, L. (2014). The role of coordinated marketing-operations strategy in services: Implications for managerial decisions and execution. Journal of Service Management, 25(2), 275-294.

Victorino, L., Verma, R., & Wardell, D. (2013).  Script usage in standardized and customized service encounters: Implications for perceived service quality.  Production and Operations Management, 22(3), 518-534.

Victorino, L., Verma, R., Bonner, B. & Wardell, D. (2012).  Can customers detect script usage in service encounters? An experimental video analysis. Journal of Service Research, 15(4), 390-400.

  • President, POMS College of Service Operations (2017 – 2019)
  • Expert Research Panel Co-Chair of Service Operations for the Journal of Service Management (2015 – ongoing)
  • Co-Vice President Programs, POMS College of Service Operations (2014 – 2016)
  • Member, Planning Committee for the POMS College of Service Operations Mini-Conference (2014)
  • Doctoral Consortium Coordinator for the Service Management and Science Forum (2013); A Joint Meeting of the Art & Science of Service, the Service Operations Management Forum of EurOMA and the POMS College of Service Operations 
  • Peter B. Gustavson School of Business Excellence in Service Award (2017)
  • POMS College of Service Operations Most Influential Paper Award (2015)
  • Peter B. Gustavson School of Business Excellence in Teaching Award (2011)
  • BCom Teaching Award from the Commerce Students’ Society (2010 – 2011)
  • BCom Teaching Award from the Commerce Students’ Society (2009 – 2010)
  • Operations Management (BCom)
  • Service Operations & Quality Management (BCom,MBA)
  • Quality Management (BCom)
Research @ Gustavson: To script or not to script.