In my opinion, the crux of the question lies a lot on what you are buying:
When it's a service such as insurance, travel, education, lawyers, amongst others, I would go much on reviews, quality of the expert, their qualifications and proven skills and experience in the field, and I would also go on a personal recommendation if possible. The price wouldn't be so important here as I'd be wanting a very good quality service, obviously within limits.
If it's a product, say something like clothes, I'd be more interested in going to shops I know and that usually work well, taking into account my personal preferences in style, price, product quality and service and refund policies.
Whereas when I purchase durable goods say a home appliance, household goods amongst others, I would go more for a well-known brand, that was reliable, checking technical features and a company that offers a quality service, technical service and refund policy as I would want it to last a long time. Price would be important too but balance is key here.
I hope this helps:)
Are you studying a course related to customer service. marketing, sales, brand loyalty or was it just a general question?