I would go with the local area store. If the service dept. is good, that means a lot. Unfortunately the service people need to have some training in customer service. The idea of purchasing from the owner or manager is a good idea if you don't feel comfortable with the other staff.
I purchased my Bernina locally when we lived in Ill. The classes were especially helpful after the purchase. Now I live in Wis. so I go to Brubakers in Owen/ Withee and this store is run by the Menonites. The have the best service for the best price. Sometimes you have to look around for great customer service.