I'd say its a pretty significant part of the experience although moreso for less reliable makes.
I've never been overly loyal to one dealer or another. They've all been sort of various shades of average in my experience, although the few times I went to Acura of North Toronto with the TSX its been alright (they warrantied a weird plastic weather guard piece that broke and was rattling around at speed without any real questions other than puzzlement at how it broke, and the one time I had my car aligned there it was
dead on accurate).
BMW Autohaus was very "by the letter of the regulation" with fixing noisy lifters on the Z4. Once the letter was satisfied all was handled, but they did try to reuse the same old oil gasket which just ended up leaking and I had to take it back.
On some level I expected them to be a bit cold given it was a US car.
MB Thornhill was meh. On one hand they fixed a few things for free that probably should not have fallen under CPO warranty. They also never once charged me a diags fee. On the other hand they did charge me for an alignment once upon a time without even doing the alignment, just said it was the tires and let it be. Tires may have been part of it but the alignment was still out.
Downtown Acura where I bought the TL seems like they have a pretty efficient service op going, we'll see how it goes. My service advisor seems like a good guy though. Parts on backorder so just waiting. (Car came with some ill-fitting trim pieces...)