Data Snapshot

Cultural Differences Shape Trust And Loyalty In European B2B Markets

Understanding The Delicate Balance Of Trust And Forgiveness Among European Buyers

September 9th, 2024
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Matthew Selheimer , Paul Ferron , Ian Bruce , Julia Swerdlow , Hannah Jachim , Rachel Birrell

Differences in trust and loyalty, the bedrock of lasting business relationships, are challenging for providers that market and sell B2B products and services in Europe. Forrester’s Business Trust Survey, 2023, shows that French B2B buyers are less likely to overlook mistakes than their European and global peers, while nearly three-quarters of purchase influencers in Italy and Spain show a readiness to deepen ties with vendors. But European buyers’ propensity to maintain business relationships — driven perhaps by the perceived cost and risk of switching vendors — offers a glimmer of hope to providers that need to restore trust in a relationship when they’ve made a mistake.

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