All customers, whether they are B2C or B2B, like to buy from a service provider who are considered honest and have integrity. A good reputation is one of the best ways for any organisation to achieve long-term success.
Generally speaking the convention is; if your conduct is exemplary, either with your family, in your community or at work, the more people are likely to trust you.A high level of honesty and integrity will earn you respect; and likewise in business; the same principles apply.