In Italy, loyalty between customers and suppliers is not just good strategy — it carries moral weight. Dropping a reliable supplier for a slightly better price is seen as a betrayal, not just a business decision. Similarly, a supplier who neglects a loyal customer to chase a bigger one damages their own standing. Italian commercial relationships tend to be long-lasting because both sides treat loyalty as an obligation, not just a preference.
This does not mean loyalty is unconditional — consistent failures will eventually end it. But the threshold for ending a relationship is high. Problems are expected to be worked through, not used as exit justifications. How you end a relationship matters as much as how you conduct one, because the reputational consequences of ending badly are severe.
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