Honestly, the folks at Amazon have always done what they needed to do to make things right. REI used to be phenomenal 15 years ago, but not recently. I remember last year hearing them argue with a customer returning a sleeping bag - it was like an interrogation. I know people abused their policies in the past, but I was very unimpressed.
I've been rifle shopping, and I've found that some companies are way better at answering questions than others, both over the phone and via email. The people at Legacy Arms (Howa) have been very helpful. The people at Remington have been great as well. On the opposite end, the people at Beretta (Tikka and Sako) aren't helpful at all, even over the phone. I don't know how any of those companies handle problems (as opposed to questions), but if these experiences are any indication then I really hope I don't have an issue with my Tikka.
For me, customer service and warranty issues are a distant second to having the product I need at a good price.