I always feel bad when someone recommends another store, and people consider that this is people not doing their job.
I remember years ago at a local hardware store where the associates would recommend other places, that you could get the item cheaper. This hardware store is still in buisness, I asked them one time about why they would send me to their competition and I was told simply "We send you where you get the best prices because that's the right thing to do, many of our customers remember we are not here to rip them off and they always come back for something."
I always found I was more willing to buy anything they said I'd needed for the project I was working on, because I felt I was not going to be ripped off with something I did not need.
So no I do not always consider someone recommending another place as not part of their job as it actually tends to make me a loyal customer.