I think I fall along the same lines as you do. I have some fairly expensive hobbies (i.e. triathlon and cycling) and when I find a company that I know is going to give me good customer service, I make a point of going there firs for whatever I need. The shop I bought my bike from last year happened to have the best price, but more importantly, I had bought products from them before and knew that if there was any problem whatsoever, they would bend over backwards to help me out. I may spend a little bit more there on the small stuff than I would at some places, but I take this as a matter of course for having a top-notch staff which provides quality customer service. Support good companies and they'll support you.
On the other end of the customer service pipeline, as a soon-to-be architect, the vast majority of business comes from repeat clients, particularly when you work in a niche like Medical Design. Getting the job done right the first time and giving the client a positive experience, both during the design/build processes but also when they actually use the building, will do far more for a firm than any amount of paid advertising ever will. When that client thinks about adding an addition or opening a new facility, the first thing they'll think of is how their current one meets their needs. If they're happy, you can bet you're going to be the first (and maybe only) firm they call.
To bring the conversation back to the more germane subject of kilts, that's why I ordered my first kilt from SWK, the reviews I read here were nothing short of phenomenal regarding quality of the products (considering, of course, price) and quality of customer service.