Time orientation, task characteristics, and customer performance

The present study illustrates that consumer time use preference moderates the effect of satisfaction with the task solution, but has no impact on level of performance. Results show that more complex tasks produce higher (lower) levels of satisfaction for polychronic (monochronic) consumers than simpler tasks. In contrast, prioritizing complex activities increases (decreases) satisfaction for monochronic (polychronic) consumers. Unlike task solution satisfaction, time orientation does not impact on task performance. These findings suggest that online retailers should emphasize site factors related to consumers' tasks that best suit the time use preference of their primary users in order to maximize customer satisfaction.