Cenhua Lyu

Papers

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About

Cenhua Lyu is a rising scholar in hospitality and service management, whose research explores the dynamic interplay between human and non-human service agents—particularly robots—and their influence on customer psychology and behavior. Her work centers on understanding how service agents shape psychological ownership, a key driver of customer loyalty and engagement. In her highly cited 2025 study, Lyu investigates the conditions under which human employees versus robots foster this sense of ownership, revealing critical roles played by contextual factors like crowding and service type. With four citations already, this work is gaining traction for its timely insights into the automation of hospitality. Lyu’s contributions are especially valuable as the industry grapples with integrating artificial intelligence while preserving customer connection. Her experimental approach offers practical guidance for designing service environments that balance efficiency with emotional resonance. As a researcher, Lyu is helping to define the future of hospitality, where technology and human touch must coexist. Her emerging body of work promises to shape both academic theory and industry practice in the years ahead.