Cultural Differences Shape Trust And Loyalty In European B2B Markets

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.