How and When Does Multitasking Affect Customer Orientation?

  • Juan Liu Wuxi Institute of Technology
  • Seonghee Cho University of Missouri
  • Meiying Zhong Jiangnan University
  • Ya Guo Jiangnan University


This research aims to investigate how and when multitasking affects customer orientation by examining the mediating role of work engagement and moderating roles of polychronicity and employee voice. The survey was conducted on 536 hotel employees in China and SPSS macro PROCESS was employed to analyze the data. The results indicate that work engagement fully mediates the association between multitasking and customer orientation; polychronicity boosts and employee voice buffers the mediating process. While prior studies have overwhelmingly reported the detrimental effect of multitasking on task performance, this study empirically reveals the motivational merit of multitasking to contextual performance and demonstrates how and when this favorable impact is stronger and weaker. The findings suggest reinforcement of multitasking in work that emphasizes contextual performance rather than task performance and to employees who are less engaged in voice behavior or to those who are more engaged in voice behavior but highly polychronic.

How to Cite
LIU, Juan et al. How and When Does Multitasking Affect Customer Orientation?. Tourism Proceeding, [S.l.], p. 175 - 187, july 2019. Available at: <>. Date accessed: 20 sep. 2019.