Whenever I'm in a financial dispute over small dollar amounts - which surely this is - I first try to get them to do the right thing to keep a happy customer. Second, I try to see if an alternative solution can be found to keep both parties partially happy. If not, then I contact the fair trade commission and the better business bureau. I sometimes also leave poor yelp and google reviews. I also refuse the second option if I have to start filing complaints.
I've only ever filed complaints once. I ended up getting my money back.
I recently had a problem with a credit union that closed an account due to inactivity and stole $5 from me. I didn't realize they had closed my account until I had my employer try to direct deposit a reimbursement payment to the account (how embarrassing)... Anyway I was pissed that they stole the $5 from me. I called and explained the situation, and asked several times to refund my $5. They said there was nothing they could do. I explained that they had to do something to keep a happy customer. I also explained that I wanted money to be placed there from my current employer. All of the sudden they were clamoring to get my account reopened - even though I no longer met the requirements to be a member of the CU. They even offered me a $150 bonus after there's a ACH transfer into the account, and I use the debit card once.
They keep a happy customer, I get my account reopened, and I get a bit of a signing bonus for my time. Also, they put $5 in my account after reopening the account too. I guess that's an additional signing bonus!
I mean really, $5 - who cares? I do. A millionaire is made $10 at a time.