I disagree. Smaller companies need exceptional customer service much more than the S&P500 companies.
If everyone on DGCR stopped going to Best Buy, Target or WalMart those companies would still be fine. Not even a bump in the road for them...
However, in a niche market such as DG, a small company can't really afford to blow off its potential customer base. It's a lot more than a bump in the road....
I personally answered questions and handled customer inquires and complaints on the largest scuba diving forum in the US for 13 years. We were not the biggest company, but we were well known industry wide for our exceptional customer service - before and after the sale. It took a lot of work and sometimes spending money to do the right thing for the customer, but it paid off in the long run.
The difference is, I had the total support of the owner of the company to make it happen - and this is the biggest obstacle that dgfanatic has, in my opinion.
Just my 2 cents....