Research On Relationship Between Workplace Fun And Employee Brand Building Behaviors

Employees are the avatars and spokesmen of the organizations. How to enhance employees brand commitments and live the brand is the key of building a service brand. As the society and economic developing, employees emphasizing fun at work is becoming an emerging phenomenon. However, till now in the management field, researches on fun at work are rare, especially on fun at work influence employee brand building behaviors. This research was conducted on base of literatures review and the depth interview with 30 frontline employees. We tried to explore how Chinese employees know and think about fun at work in the service field. Then, we conducted a survey, which included 351 employees in total, to explore the relationships between fun at work and employees brand building behaviors. Qualitative analysi s results shows that in Chinese employees’ eyes, fun at work consist of three dimensions, includes customers’ interaction, coworkers’ relationship and enjoy oneself. Quantitative analysis shows that fun at work are positive influence employee brand building behaviors. Peer coaching contributes to shape the fun climate at workplace and improve employees brand building behaviors. Positive stress mindset plays a intermediate role in the relationship between the peer coaching with fun at work. Finally, this research discusses the management implications about inspiriting employees’ perception of fun at work, so as to encourage them to embody the brand in a natural way of life.