THE MULTIDIMENSIONAL OUTCOMES OF HAPPINESS AT WORK WHEN THERE IS NO EXPLICIT STRATEGY: THE VIEWS OF B2C EMPLOYEES

Abstract

Happiness at work has been increasingly attracting the attention of academics and human resources managers. Literature on the topic provides clear evidence of the benefits for companies resulting from the adoption of strategies that promote happiness among employees. Despite its growing popularity, companies that define and implement a happiness strategy within their internal marketing are still scarce, particularly small and medium companies (SMEs). This paper illustrates the impact of happiness at work perceived by employees of SMEs at three levels: in themselves, in customers, and in the business’s success, in the particular case of companies that do not implement such strategies. The research question was: what is the perception of employees on happiness at work outcomes when the company has no explicit strategy to promote it? This article includes a qualitative study comprising twelve semi-structured interviews with employees who directly deal with customers while working in various B2C companies that do not have a defined strategy to stimulate happiness at work. The study shows employees’ acknowledgment of the multidimensional impacts of happiness at work, which makes them more motivated, productive, and more able to influence their relationships with customers positively. Based on these findings, even when lacking clear corporate strategies to improve happiness at work, the company is still expected to benefit in terms of customer loyalty and overall profitability, as well as in terms of employees’ affective commitment.