When two candidates are equally experienced, equally credentialed, and equally capable, who gets the job?
Well, when two companies have similar products, with similar ratings, and similar prices, which do you pick?
If you think about it, you might say: "the one that wants my business more." The saleswoman made an extra effort, or the people at the store went out of their way to be kind, or it's as simple as they just smiled back and said "we'd like your business."
It's no surprise: we prefer to buy from companies that make us feel like we're a welcome part of their community.