Liana Victorino, Ph.D., is an Associate Professor of Service Operations Management in the Gustavson School of Business at the University of Victoria in Canada. She holds a Ph.D. from the David Eccles School of Business at the University of Utah. Her research takes a crossdisciplinary approach to empirically study service operations issues. Her main areas of research interest are in service design and innovation. She is also interested in topics that connect service operations with other disciplines such as marketing and organizational behavior. In her earlier research, she factored in customer perceptions to enhance design strategies for the service encounter. More recently, she has been studying the employee’s role in the service encounter and the implications this has on service design decisions. Most of her research examines hospitality service settings and incorporates customer perceptions of the service experience to advance the understanding of service design. Her research has been published in a number of journals including: Production and Operations Management, Journal of Service Research, and the Journal of Service Management. She also is currently the Expert Research Panel Co-Chair of Service Operations for the Journal of Service Management.