Customer Service Counts
I think the "hit" you're talking about depends on who the customers are and what the product is.
As a project manager, I'm going to go with the company that gets me the answers and products I need, when and where I need them.
I don't "want to buy some routers".
I "want my infrastructure upgrade project completed seamlessly and on-time."
For time-constrained or potential-high-impact projects, I don't care much about the price, unless we're talking an order of magnitude difference between suppliers; and even then, if the lower prices are all from Billy's Back-of-the-van Wholesalers-type places, depending on the project, I might go with the higher-priced vendor if I know they are knowlegeable, reliable, and will actively work to solve/work around out-of-their-control problems (trucking strike, etc.) which affect delivery of equipment I've ordered.
(People working for short-sighted bean-counter types don't have this luxury. Bean-counters are evaluated on how many beans they saved, and are not penalized if the financial constraints they handed down caused the project to fail.)
Happy customer service story:
In the late 1990s/early 1990s, I was working as a tech with an IT consulting company. PC networks were new, and a company with 30-40 IBM PCs wanted a network.
I had various questions for IBM, and the local office was GREAT! Even though I was not the customer, whenever I called, a secretary answered the phone BEFORE the third ring. EVERY time.
If the person I wished to speak with was unavailable, the (live, human) secretary gave me the option of leaving a voicemail, or leaving a message with her.
If the person I wished to speak with was in, I STILL got the 'leave a message' options -- sometimes, you don't want to interact, you just want to give information or status.
Whomever I called always called me back within four hours, even if it was just to say, "I need to check with person X in the Y office, and will call you back by Z." (Z was usually some time the next day.)
And they did.
Good customer experience with a company means you'll use, and recommend that company. IBM's management understood the value of this.
Current corporate management doesn't seem to look past the next fiscal quarter.