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The purpose of this study is to explore the moderating effect of Confucian values and the mediating effect of relationship quality on the relationship between organizational justice and employee service orientation in the tourism and hospitality industry.

Structural equation modeling was applied to a sample of 421 responses in a questionnaire survey from employees of tourism and hospitality firms in mainland China.

Employee relationship quality fully mediated the relationship between organizational justice and service orientation. Confucian values negatively moderated the direct effect of organizational justice on employee relationship quality and the indirect effect of organizational justice on service orientation.

This study offers insights for hospitality managers how to improve employee service orientation and establish Confucian values in the practice of organizational justice. Tourism and hospitality organizations should equally treat all employees as internal customers and use distinct strategies to manage employees with high and low Confucian values in employee selection and management of training and development.

This study highlights the contributions of organizational justice and relationship quality to employee service orientation. It also demonstrates that Confucian values explain why many Chinese employees are less sensitive to low fairness: these values negatively moderate the organizational justice–relationship quality–service orientation relations. By linking organizational justice to relationship quality and employee service orientation, the findings enrich our understanding of the applications of internal marketing and social exchange theories under Confucian values.

This paper reconsiders the approaches to measuring Confucian values, and tests their association with workforce performance. The purpose of this paper is to examine how such values and performances are prioritized across three East Asian societies, but more importantly, identifies how variations across societies might result from the way in which Confucianism has been transformed/appropriated differently across history.

A Best-Worst experimental design is used to measure three aspects of Confucianism (relational, pedagogical, and transformative), and three aspects of workforce performance (mindset, organization, and process) to capture the trade-offs by respondents from three East Asian societies: China (n=274), Taiwan (n=264), and South Korea (n=254). The study employs analysis of variance with post-hoc tests to examine differences between societies. A hierarchical cluster analysis using Ward’s method is utilized to identify clusters based on similarities within the data. And last, multiple regression analysis is applied to determine the explanatory power of Confucian values on workforce performance.

Findings confirm the prioritization of three aspects of Confucianism (relational, pedagogical, and transformative) to differ between Mainland Chinese, Taiwan Chinese, and Korean respondents – producing five distinct clusters based on similarities across three societies. Overall, between 7 and 27 percent of the variance in workforce performance could be explained by the Confucian values included in this study.

This study highlights the “different shades of Confucianism” across East Asian societies, which we coin as Confucian Origin, Preservation, and Pragmatism, and demonstrates the need to take a multifaceted perspective in the measurement of Confucian culture. The study provides empirical support for the link between Confucianism and performance at the micro-level, as originally proposed by Baumann and Winzar (2017), and identifies specific antecedents of behavior for research moving forward.

Singles’ Day Online Shopping Festival was originated in China and is characterized by gathering promotions to create consumer shopping atmosphere. Its rapid rise has affected Asia and the world, becoming the world’s largest shopping festival beyond Black Friday. The success of Singles’ Day Online Shopping Festival demonstrates Chinese experience of online shopping festive atmosphere marketing. The purpose of this paper is to explore the influence of Singles’ Day Online Shopping Festival atmosphere and Chinese cultural background, especially Confucian values, on Chinese consumers’ purchase intention in Singles’ Day Online Shopping Festival.

This paper conceptualized consumers’ most perceptive atmosphere characteristics as the three dimensions of perceived economic temptation, perceived festival entertainment and perceived mass participation. Taking Confucian values as moderators, based on the stimulus-response theory, this study constructed an influencing factor model of consumer purchase intention in online shopping festival, collected data of 398 Chinese consumers by questionnaire, and used structural equation modeling for hypotheses testing.

The results showed that online shopping festival atmosphere and Confucian values affect purchase intention; the two factors of “keeping face” and “listening to others” of Confucian values play moderating roles in the effect of online shopping festival atmosphere on purchase intention.

The sample of this study was biased toward the young and well-educated consumers; besides, this study focused on young consumers’ purchase intention of online shopping festival, rather than their actual consumption behaviors.

Confucian values have deeply influenced China and other Asian countries, especially East and Southeast Asian countries. Meanwhile they are the fastest growing regions of e-commerce in the world, the paper provides theoretical basis and reference for the e-commerce enterprises in the Confucian cultural societies to improve the atmosphere marketing of online shopping festivals, and attracts consumers to shop online, having particular significance in shedding light on the Asian “e-commerce Miracle.”

This study found that Singles’ Day purchase intention is dependent on online shopping festival atmosphere stimuli, Confucian values and their interaction. Marketing researchers should consider both online shopping festival atmosphere as a marketing tool and the influence of consumer cultural values, so as to help e-commerce platforms and e-commerce merchants establish shopping festival marketing strategies that suit consumers’ cultural values.

This paper addressed an interesting practical issue related to the effects of online shopping festival atmosphere stimuli and cultural values on consumer online purchase intention.

This research aims to investigate the effect of personal values on customer satisfaction and whether positive experiences lead to positive word of mouth (WOM) about the luxury hotel service from the Confucian perspective.

This research developed a structural equation model for testing. Research data collected from Confucian participants who have used luxury hotel services in Vietnam, where Confucianism is the dominant cultural paradigm.

The results show that there is a positive relationship between Confucian customer personal values and satisfaction, as well as between customer satisfaction and positive WOM; personal values had no effect on positive WOM.

This research implies that the personal values of Confucian consumers constitute the lens through which they view the world, thus the service personal values reflect their priorities on luxury hotel service consumption. A key to success for luxury hotel service providers lies in providing services that enhance Confucian customer personal values, which allow service providers to intercommunicate with the Confucian consumers’ core.

This research is significant because there is little research on personal values from the cultural mechanism of Confucian culture. This research also comes up with a richer understanding of the relationship between customer personal values and behaviors within the luxury hotel segment.

The purpose of this paper is to examine the non‐economic outcome of globalization, the penetration of Confucian philosophy into the Western workforce, as represented by the USA.

With a survey method, a sample of 581 East Asians, American‐born Asian Americans, immigrant Asian Americans, and Caucasian Americans in the USA were included in the study. Statistical analysis was used to test three hypotheses.

The findings revealed that Confucian philosophy has penetrated in the Western world. The presence of Confucian philosophy was identified, but varied by cultural background, gender, education, and work experience.

The results revealed an important aspect of the non‐economic outcomes of globalization and may offer explanations for the effects of racio‐ethnic diversity on affective reactions, performance, and social processes within groups. The results may be used to inform organizational diversity management and training for a meaningful intercultural understanding in relation to attitude and behavior change under the intensified globalization process.

This is an initial attempt to examine a non‐economic outcome of globalization, Confucianization, in the Western workplace with the evidence from the USA. While most recent studies in this area have been focused on the economic impact of globalization in organizations, this research examined the culture penetration of Confucian philosophy from the East to the West.

The purpose of this paper is to provide a concise introduction of sustainability in human resource management (HRM) from the western perspective. With a review of Confucian thinking, it argues that the application of sustainability in HRM is more effective and efficient under the influence of Confucian values. Therefore, Chinese companies are likely ready to embrace the concept of sustainability and implement sustainable people management practices.

The paper is mainly theoretical in perspective. It also draws on semi-structured interview data derived from a study conducted in companies that operated in two cities in China: Guangzhou and Beijing to support the discussion of synergies between Confucian values and the western concept of sustainability in HRM.

In the interviews, it was evident that the interviewees were adhered to Confucian values, although they did not make the connection explicit. The interview data also showed how Confucian values (e.g. Ren, Yi, Li) affect Chinese management of human resources.

The number of interviewees involved was not sufficient to allow a conclusive comparison between groups. Further research is needed to develop comparisons.

The paper suggests a favourable application of Confucian values in sustainable people management practices.

The interview data provide insight into how Confucian values lend support to sustainability in HRM.

China has become a driving force in the world economy, yet East‐West cultural differences remain a problem area for many managers. This paper examines the importance of Confucianism in shaping societal values in China and how these values have affected the Chinese style of management. Confucian principles are extracted from the extant literature and used to explain the cultural underpinnings of Chinese leadership patterns, interpersonal behaviors and individual values. The longevity of Confucian influences throughout Chinese culture is a major factor in China’s resistance to Western management practices. There is also evidence that mainstream Confucian principles emphasizing teamwork, relationships and strong corporate cultures are gaining traction in the West. Future Western researchers should pay increased attention to East Asian philosophies and Asian‐based religions in their attempts to understand non‐Christian lifestyles and management methods.

The purpose of this paper is to stimulate debate about the advantages and disadvantages of incorporating Confucian values in personnel and marketing practices of a manufacturing firm in an ethnically diverse, emerging economy of Southeast Asia.

Primary data from the direct experience of the company’s manager were combined with secondary sources of information on the business landscape of Malaysia. Key lessons were developed from discussion and reflection on experiences of people involved with the company.

Cultivating warm, long-term relationships with customers through product dependability and gifts contributed to the firm’s marketing success. Family-like bonds between employees, “not strictly professional by Western standards” succeeded in keeping the turnover low. The paternalistic leadership style, however, came at the expense of a possible loss of constructive conflict through participatory decision-making.

Analysis is restricted to the experience of a single company. Research findings are thus highly context-specific.

The case shows an example of successful implementation of key Confucian values in multiple business areas. The interplay between the East Asian values and the diverse ethnic context of Malaysia is also examined.

The Western-centric nature of research into corporate social responsibility (CSR) has left gaps in one’s understanding of local culture's role in augmenting or undermining the impact of firms' CSR policies. This paper constructs and tests variables measuring “Confucian values” mediation between Chinese employees' perceived CSR and their job satisfaction, organizational commitment and organizational citizenship behavior.

The hypotheses were tested through structural equation modeling, using data from 311 responses completed by employees at Chinese private companies, located in China's Cheng-Yu economic area (Chongqing and Chengdu).

Chinese employees' perceived CSR had a positive significant effect on job attitudes (job satisfaction and organizational commitment). However, perceived CSR had no significant positive impact on organizational citizenship behavior. The authors also found that Confucian values are a partial mediator between perceived CSR and job attitudes and a full mediator between perceived CSR and organizational citizenship behavior.

The results enrich one’s understanding of cultural values in these relationships and suggest further research into how firms and governments in Confucian-based societies can better operationalize Confucian values to argument the firm's and country's CSR identity, thus improving job attitudes and public relations among customers who share this cultural heritage. For non-Confucian societies and foreign firms operating in China, the results encourage searches for Confucian value substitutes, such as trust and education, to incorporate into CSR mechanisms that promote these values among employees. The authors suggest approaches for furthering these agendas.