Photo of Shiang-Lih Chen McCain

Shiang-Lih Chen McCain

Assistant Professor of Business

Contact Information

Dominguez Hall 201F



PhD, Hotel Administration: University of Nevada Las Vegas
MS, Hotel Administration: University of Nevada Las Vegas
BBA, Travel and Tourism Management: Providence University 


Shiang-Lih Chen McCain, PhD, specializes in marketing. Her research interests include consumer buying decision process, service quality, customer satisfaction, customer loyalty and service recovery.

Before joining Colorado Mesa University, McCain taught marketing research, consumer behavior, business statistics, hospitality marketing, hospitality data analytics and strategic marketing in a service environment at Widener University.

Published Work

Lin, I, Chen McCain, S. L. & Lolli, L. (2016) An Empirical Investigation into Customer Satisfaction with Travel Agencies' Service Recovery Efforts in Taiwan, Journal of Travel and Tourism Research. 61-77. 

Wong, K. & Chen McCain, S. L. (2016) Airline Passengers' Perception of Service Recovery- Cultural Differences in Perceived Justice, Journal of Travel and Tourism Research. 49-60.

Bowen, T. & Chen McCain, S. L. (2015), Transitioning Loyalty Programs: A Commentary on “The Relationship Between Customer Loyalty and Customer Satisfaction, International Journal of Contemporary Hospitality Management, 27 (3), 415-430.