Navigating Intercultural Client Relationships: Exploring the Rapport Management Strategies of Filipino Freelancers

Abstract

Many freelancers now work directly with international clients, particularly from America, Europe, and Australia, due to increasing demand in these regions. However, most research on maintaining client relationships in this context focuses on self-branding techniques. As such, this study fills the gap and qualitatively examines how freelancers manage rapport with foreign clients to ensure continued collaboration and success. Using Spencer-Oatey’s rapport management model as its framework, this study explores the interconnected elements influencing intercultural relational dynamics: face, sociality rights and obligations, and interactional goals. An interpretive phenomenological design was employed through online semi-structured interviews. Data were collected from nine participants and analyzed using deductive and inductive methods based on framework analysis. Findings revealed that freelancers maintained face by upholding professionalism to establish trust, while also considering contextual factors by adapting to respective cultural norms, all aimed at achieving interactional objective of developing long-term collaboration. Moreover, they employed various communication strategies based on pakikiramdam, interpreting successful rapport management as involving changes in interaction dynamics and clients’ dedication to nurturing the connection. Notably, a strong work ethic can compensate for limited personal disclosure with clients. Engaging beyond work-related matters, however, facilitated deeper interpersonal bonds, transcending purely business transactions. Filipino freelancers navigate intercultural client relationships through pakikisama by demonstrating cultural sensitivity, maintaining professionalism, and fostering personal connections. Future studies are recommended to include the client’s perspective and expand the scope to other nationalities.