People in small companies tend to feel more empowered and thus more responsible. A product being returned is a personal disappointment. Small software companies give direct programmer support. They cannot afford to hire go-betweens. Direct programmer support is the ideal support scenario for the customer, since the developer of a product can best explain complex issues relating to its use and can best make fixes and improvements expediently.
Support is accessible at small companies.
Big companies are characterized by lengthy navigation through complex phone menuing systems followed by long wait times. Comments and suggestions are welcomed. Small companies are market-driven and are eager to know how they can better satisfy your requirements. It is not even clear how to make suggestions to some big companies, and few customers would have much faith that an email sent to the company would get to anyone, let alone to the right person. Not a lot of red tape.