Price is typically more important for less-informed and short-term minded clients. However, customer service is more important for the long-term success of the business.

Price really is a short-term selling point. It's for clients that want quick and easy with no regard to the long-term effects of the choice they are making or the quality of service. 

Also, businesses that compete on price alone are either (1) selling commodities or (2) financially struggling and likely to go out of business over time. 

Additionally, it depends on the demographic you are dealing with as well. Lower income clients will be more prone to prioritizing price as many times there are no other identifiable options and higher income clients will always prefer excellent customer service.

Obviously, both factors are important and deserve thoughtful consideration before implementing the plan.