Once you move beyond purely transactional exchange into ongoing commercial relationships, obligations emerge that bind both parties. Suppliers who have served you faithfully have legitimate claims on your loyalty—they deserve opportunity to address concerns rather than silent switching. Customers who have provided reliable business have claims on continued quality service—they deserve maintained attention even when more attractive customers appear.
These obligations are real even though unwritten. As a customer, fulfill your side: maintain loyalty rather than constantly seeking alternatives; give suppliers chance to match competitive offers; pay reliably; provide referrals. As a supplier, fulfill yours: serve genuine customer interests beyond each transaction; provide honest advice; maintain quality; extend accommodation during difficulties. Violation of these obligations damages relationships and reputations. Honor them and your commercial relationships will deepen and improve.
Comments