Cultural Identity Mix in Chinese Banks Operating in South Africa: A Phenomenological Analysis of Social Structure and Consensus

Abstract

Purpose: This study analyses the cultural identity mix present in a Chinese bank operating in South Africa to understand its impact on social structures and how structural consensus is achieved within multicultural organizational settings. Design/methodology/approach: A qualitative case study approach was employed, guided by the interpretivism paradigm. Semi-structured interviews were conducted with 13 participants working for a Chinese bank (Chinese and South African nationals). The Chinese bank chosen has been operating in South Africa for over five years. Data analysis followed Colaizzi's seven-step descriptive phenomenological method, supported by Atlasti software for data management. Findings: The study revealed that national culture significantly influences individual behavior even in host countries. South Africans displayed values emphasizing social interaction, transparency, and work-life balance, while Chinese participants prioritized hard work, respect for hierarchy, and goal achievement. The cultural identity mix resulted in learned behaviors and adaptive communication strategies, though conflict avoidance and perceived consensus characterized the social order. Practical implications: The research provides insights for multinational organizations, particularly Chinese banks operating in culturally diverse markets, on managing cultural differences, improving communication strategies, and fostering genuine consensus rather than mere accommodation. Social implications: The study contributes to understanding intercultural dynamics in the South African banking sector and offers theoretical insights into structural consensus theory and its application to multicultural organizational settings. Originality/value: This research addresses a gap in the literature regarding Chinese-South African cultural dynamics in the banking industry, providing empirical evidence of cultural identity mix phenomena and challenging some of Hofstede's cultural dimension assumptions at the individual level.