Quoted from Deltasmith...
In my book, and as Roadkill401 alluded to, so long as the dealer is changing oil at a reasonable cost, why would you do anything else? (OK, I can see doing something else if the Kia dealer is 50 miles away, of if the only dealer within 50 miles is obnoxious, incompetent, etc). A lot of car dealer service shops like to change oil at (or maybe even below) their cost, because that gives them an opportunity to inspect your car and tell you about any other issues that they found. I think of that as a win-win situation. I get my oil changed for about the cost but with less hassle of doing it myself, they get to do what they want to do, and maybe sell me something, but best of all, if they do discover something I didn't know about, at least it was discovered and I was informed, and I can then decide whether I actually need to have them do what they are suggesting, or skip it, or do it myself, or have someone else do it.
I hope my Kia NEVER sees the inside of a dealer. My Fusion only saw the dealer once due to a computer rebooting. Before that a Sport Trac that never went to a dealer, a Harley that never went to a dealer, 2 Escapes that never saw a dealer, A Jeep, A Dakota...etc.
I do all my own service because then I know its done right. I also don't try to upsell stuff to myself like dealers seems to want to do.