This "customer service creed" borrowed from a Denver, CO Appliance Repair Company says it all...

“Because the customer has a need, we have a job to do! Because the customer has a choice, we must be the better choice! Because the customer has urgency, we must be quick! Because the customer has high expectations, we must excel! Because the customer has influence, we have the hope for more customers!”

Notice there is nothing referring to price in their motto. Because when service is this good, price is a secondary consideration whether you are fixing appliances or originating mortgages!