Cheryl Leo  from Murdoch University in Perth Australia.

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    Dr Cheryl Leo

    Senior Marketing Lecturer

    About me

    Cheryl Leo is a Senior Marketing Lecturer at Murdoch University. Cheryl’s work spans across two disciplines of services marketing and social marketing research. She works on topics that includes consumer well-being, service systems, and digital social interactions, and she is particularly keen in investigating the complex interface between front-line service employees and consumers. Her current research projects in this area includes moderator-consumer interactions within virtual communities, and employee-customer interactions with social robots.

    Cheryl’s thought leadership has previously been recognized through several research awards that include the QUT Executive Dean’s outstanding doctoral award and the Emerald highly commended outstanding doctoral award.

    Cheryl serves as Secretary of the Australian Association of Social Marketing. She is involved in social change projects that includes antimicrobial resistance awareness and value within supporting services.


    Teaching area

    Cheryl is currently teaching at an undergraduate and postgraduate level that includes different modes of face-to-face, online, and transnational education. She is teaching:

    • BUS225 Services, Retail and Relationship Marketing (Undergraduate)
    • BUS210 Market Research (Undergraduate)
    • BUS124 Global Marketing (Undergraduate)
    • MBS574 Strategic Research in International Markets (Post Graduate)
    • MBS575 Cross-Cultural Consumer Behaviour (Post Graduate)
    • MBS667 Digital Business (Post Graduate)

    Research areas

    • Services Marketing
    • Social Marketing
    • Service Employees
    • Deviant behaviours.


    Awards and grants


    • 2020    Emerald LITERATI Highly Commended Paper
    • 2019   Journal of Services Marketing Highly Commended Paper
    • 2018   AMA-Servsig (2018) Best Conference Paper Finalist Award
    • 2012  Griffith Business School Pro-Vice Chancellor Research Excellence Award (Social Marketing @ Griffith category)
    • 2012   Highly Commended Award for AMA International Service Research Conference (SERVSIG), Hanken School of Economics, Helsinki.
    • 2010  Nominated top 5 papers of the 2010 International Nonprofit and Social Marketing (INSM) conference, QUT, Brisbane.

    Events and speaking engagements

    Cheryl has presented at several local and international marketing conferences that include:

    • Chou, C.Y., Leo, W.C., Kao, C.-Y., Yu, C.-Y. (2020). Social Norms on Value Co-Destruction: An Asian Healthcare Perspective. AMS World Marketing Congress, Brisbane, Australia, July 14-17, 2020.
    • Tsarenko, Y., Leo, W.C., Maggioni, I (2020). Antecedents of Customer Participation in Service Recovery. European Marketing Academy Conference (EMAC), Budapest, Hungary, May 27-29, 2020.
    • Laud, G., Ranaweera, C., Leo, C., Sedighadeli, S. & Roy, S. (2019). “Frontline Employees Automatic Social Presence (ASP) Cocreation Orientation”. 16th International Research Symposium on Advancing Service Research and Practice (QUIS), Sweden, Karlstad.
    • Laud, G., Roy, S., Ranaweera, C., Leo, C. & Sedighadeli, S. (2019).”Together We Can Deliver: Frontline Employees and Robots Joining Forces”.  AMA Frontiers in Service Conference, Singapore.
    • Zainuddin, N. & Leo, C. (2019). “Value Destruction and Service Termination of Supporting Services”. World Social Marketing Conference, Edinburgh, Scotland.
    • Laud, G., Leo, C. & Chou, C. (2018) “‘Service System Well-being: Conceptualising a Macro-Level Concept”. American Marketing Academy Special Interest Group Conference (SERVSIG), Paris, France.
    • Tsarenko, Y. & Leo, C. (2016). “Drivers of Employee Advocacy”. American Marketing Academy Special Interest Group Conference (SERVSIG), Maastricht, Holland.
    • Chou, YHC., Leo, C. & Chen, T. (2016). “Customer Experience, Internal States and Value Co-creation in Firm-Hosted Virtual Communities”. Australia New Zealand Marketing Academy Conference (ANZMAC), Christchurch, Australia.
    • Leo, C. & Zainuddin, N. (2015). “When Support Services become Unsupportive: Investigating Value Destruction in Social Marketing Services”. International Social Marketing Conference (ISMC), Wollongong, Australia.
    • Chen, T., Ou, S. & Leo, C. (2015). “Understanding the Beginning of Co-creation: An Asian Case Study”.  International Research Symposium on Service Excellence in Management (QUIS), Shanghai
    • Arli, D. & Leo, C. (2014) “Stretching Moral Muscles: Antecedents of Consumer Ethics Behaviours,” American Marketing Association 2014 Summer Marketing Educators’ Conference (AMA Summer).
    • Leo, C. (2013). “Service Employees’ Influence on Consumers’ Socially Responsible Behaviours: A Case of Alcohol Servers.” American Marketing Academy Frontiers in Service Research Conference, Taipei.
    • Leo, C., Greer, D. & Sparks, B. (2012). “An Exploration of Consumer Manipulation in Services”. American Marketing Academy Special Interest Group Conference (SERVSIG), Helsinki, Finland.

    Professional and community service

    • 2014 to date – Committee member for the National Australian Association of Social Marketing (AASM)
    • 2015 to 2016 – Murdoch Masters in Business Administration (MBA) Co-Chair

    Doctoral and masters supervisions

    Completed students:

    • Dr Yu-ting Huang: “The moderating effects of cultural congruence on the internal marketing – employee satisfaction relationship” – PhD awarded in 2013



    • Laud, G., Bove, L., Ranaweera, C., Leo, W., Sweeney, J., Smith, S., (2019), Value co-destruction: A typology of resource misintegration manifestations, Journal of Services Marketing, , , pages -.
    • Leo, W., Chou, C., Chen, T., (2019), Working consumers psychological states in firm-hosted virtual communities, Journal of Service Management, , , pages -.
    • Leo, W., Laud, G., Chou, C., (2019), Service system well-being: Conceptualising a holistic concept, Journal of Service Management, 30, 6, pages 766 - 792.
    • Leo, W., Laud, G., Yunhsin Chou, C., (2019), Service system well-being: conceptualising a holistic concept, Journal of Service Management, 30, 6, .
    • Arli, D., Leo, W., (2017), Why do good people do bad things? The effect of ethical ideology, guilt proneness, and self-control on consumer ethics', Asia Pacific Journal of Marketing and Logistics, 29, 5, pages 1055 - 1078.
    • Yelena Tsarenko, Y., Leo, W., Tse, H., (2017), When and why do social resources influence employee advocacy? The role of personal investment and perceived recognition, Journal of Business Research, 82, , pages 260 - 268.
    • Arli, D., Leo, W., Tjiptono, F., (2016), Investigating the impact of guilt and shame proneness on consumer ethics: a cross national study, International Journal of Consumer Studies, 40, 1, pages 2 - 13.
    • Russell-Bennett, R., Leo, W., Rundle-Thiele, S., Drennan, J., (2016), A Hierarchy-of-Effects Approach to Designing aSocial Marketing Game, Journal of Nonprofit & Public Sector Marketing, 28, 2, pages 105 - 128.
    • Dietrich, T., Rundle-Thiele, S., Schuster, L., Drennan, J., Russell-Bennett, R., Leo, W., Gullo, M., Connor, J., (2015), Differential segmentation responses to an alcohol social marketing program, Addictive Behaviors, 49, , pages 68 - 77.
    • Rundle-Thiele, S., Schuster, L., Dietrich, T., Russell-Bennett, R., Drennan, J., Leo, W., Connor, J., (2015), Maintaining or changing a drinking behavior? GOKA's short-term outcomes, Journal of Business Research, 68, 10, pages 2155 - 2163.
    • Dietrich, T., Rundle-Thiele, S., Leo, W., Connor, J., (2015), One size (Never) fits all: Segment differences observed following a school-based alcohol social marketing program, Journal of School Health, 85, 4, pages 251 - 259.

    Journal Publications:

    • Leo, WWC., Laud, G., & YC., Chou. (2019 Service System Well-being: Conceptualising a holistic concept, Journal of Service Management. 30(6):766-792. doi: 10.1108/JOSM-01-2019-0036
    • Leo, WWC., YC., Chou, & Chen, T. (2019), Working consumers psychological states in firm-hosted virtual communities, Journal of Service Management. 30(3): 302-325. doi:
    • Laud, G., Bove, L., Ranaweera, C., Leo, WWC., Sweeney, J & Smith, S. Value co-destruction: A typology of resource misintegration manifestations. Journal of Services Marketing. (Accepted).  doi: 10.1108/JSM-01-2019-0022
    • Tsarenko, Y., Leo, C., & Tse, H. (2017). “When and Why do Social Resources Influence Employee Advocacy? The role of Personal Investment and Perceived Recognition.”  Journal of Business Research, 82: 260-268. doi:
    •  Chen, T, Ow, S, & Leo, C. (2017). “The Beginning of Value Co-Creation: Understanding Dynamics, Efforts, and Betterment.” Journal of Service Theory and Practice, 27(6): 1145-1166. doi:
    •  Leo, C. & Zainuddin, N. (2016). “Exploring Value Destruction in Social Marketing Services.” Journal of Social Marketing, 7(4): 405-422. doi:
    •  Arli, D,. Leo, C. & Tjiptono, F. (2016). Investigating the Impact of Guilt and Shame Proneness on Consumer Ethics: A Cross National Study.” International Journal of Consumer Studies, 40(1): 2-13. doi:
    •  Leo, C. & Arli, D. (2016) “Why Good People Do Bad Things?  The Effect of Ethical Ideology, Guilt Proneness, and Self-Control on Consumer Ethics.” Asia Pacific Journal of Marketing and Logistics. 29(5): 1055-1078. doi:
    •  Russell-Bennett, R., Leo, C., Rundle-Thiele, S. and Drennan, J. (2016). “A Hierarchy of Effects Approach to Designing a Social Marketing Game.”  Journal of Nonprofit and Public Sector Marketing, 28(2): 105-128. doi:
    • Rundle-Thiele, S., Schuster, L., Dietrich, T., Russell-Bennett, R., Drennan, J., Leo, C. & Connor, J. (2015). “Maintaining or Changing a Drinking Behavior? GOKA’s Short-Term Outcomes.” Journal of Business Research, 68(10): 2155-2163. doi:
    • Leo, C. (2013), ‘Social Marketing Customer Orientation (SMCO): A Conceptualisation, Typology, and Conceptual Framework’, Journal  of Nonprofit and Public Sector Marketing, 25 (10): 56-80.
    • Leo, C and Russell-Bennett, R. (2014), ‘Developing a Multidimensional Scale of Customer-Oriented Deviance (COD)’, Journal of Business Research, 67 (6): 1218-1259.
    • Leo, C. (2013), ‘When Enough is Enough! Servers’ Alcohol Refusal Styles and Key Antecedents’, International Journal of Hospitality Management 35: 10-18.
    • Leo, C and Russell-Bennett, R. 2011, ‘Investigating Customer-Oriented Deviance (COD) from a Frontline Employee’s Perspective’, Journal of Marketing Management, 28 (7/8): 865-886.

    Book Chapter:

    • Rundle-Thiele, Sharyn., Kubacki, Krzysztof., Leo, Cheryl., Arli, Denni., Carins, Julia., Dietrich, Timo Henrik Oliver., Palmer, Janet, and Szablewska, Natalia (2013) “Social Marketing: Current Issues and Future Challenges” In Kubacki, Krzysztof and  Rundle-Thiele, Sharyn (Eds.), Contemporary Issues in Social Marketing (pp. 216-237). United Kingdom: Cambridge Scholars Publishing.