Brits say ‘trust’ is the top relationship must-have

Brits say 'trust' is the top relationship must-have

British adults cite trust, honesty and loyalty as the most important attributes for maintaining solid relationships with businesses, friends and partners, a survey has revealed.

Energy provider E.ON conducted a poll of 2,000 Brits to investigate the factors that contribute towards building and maintaining strong relationships.

It was found that 71 per cent of respondents considered trust to be the ultimate factor in strengthening relationships with friends and partners, while 60 per cent said this attribute is the most important for building relationships with companies.

Other factors rated highly among British adults were loyalty, honesty, a good sense of humour and helpfulness.

When questioned about the cause of previous relationship breakdowns, 22 per cent of respondents deemed poor levels of communication as the deciding factor, while one in six Brits (16 per cent) admitted to expecting hourly calls from their other halves.

Dr Lynda Shaw, psychologist and relationship expert, said: "When forming any type of relationship, trust is crucial – whether it's with a romantic interest, hairdresser or an energy company.

"Trust stimulates the hormone oxytocin in the brain and this enhances trust. This wonderful feedback loop aids bonding and loyalty. It is comma however, also known to strengthen social memories, which means that when we're let down by those in whom we've placed our trust, the effect is amplified."

Speaking recently to Bdaily UK about the importance of trust in relationships between businesses and consumers, Dr Shaw said if loyalty is not displayed from any brand or organisation, the customer will not use their services again.

In order to gain loyalty, trust must be present, she added.

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